Heineken’s target market in Italy is young men aged 18 to 24. The older they grow, the less time they have to spend with friends drinking beer. To remind them of the importance of these moments, we arranged an event on the night of the UEFA Champions League Real Madrid vs AC Milan match. Our 200 accomplices (partners, colleagues) persuaded 1,000 AC Milan fans to sacrifice the game on TV for a fake classical concert. After 15 minutes we revealed it was a trick to let them enjoy the match on a big screen provided by Heineken. The event was watched live by 6.6 million people on Sky Sports, ten million on the TV news, and five million on the web.
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