Heineken Italy. Case Study - Champions League Match vs Classical Concert (Real Madrid, AC Milan)

Check out for a nice present to your girlfriend or wife: http://www.youtube.com/watch?v=2c8HkcJKxAA

On the night of the October 21st the Real Madrid played Champions League match against AC Milan.
Heineken convinced several university professors, girlfriends, and several bosses to convince their students, boyfriends and employees to go to a concert on that night. All of them couldn't say no and had to go to the classical concert.
But...

The Making Of Heinekens Amazing Soccer Swindle
http://mashable.com/2010/03/16/heineken-guerrilla-marketing/


Une excellente OP pour la marque Heineken qui a réunit plusieurs fans de foot dans un opéra le soir de Milan AC Réal Madrid en League des Champions. Soucieux de faire plaisir à leurs petites amies ou patrons, ces fans de foot ont accepté de se priver de la diffusion de ce match.
Quelle ne fut pas leur surprise lorsqu'ils réalisèrent qu'en réalité, ils allaient pouvoir regarder le match en direct de l'Opéra.

W październiku odbywał się prestiżowy mecz Ligi Mistrzów, pomiędzy Realem Madryt, a AC Milanem.
Heineken przekonał kilkudziesięciu profesorów, dziewczyn i szefów firm, żeby ci powiedzieli swoim studentom, chłopakom i pracownikom, że w dniu meczu mają stawić się na koncercie muzyki klasycznej. Oczywiście nie sposób było im odmówić i przeszło tysiąc osób stawiło się w sali koncertowej. Tam spotkało ich chyba najmilsze zaskoczenie w życiu...
http://www.joemonster.org/filmy/23514/Genialny_marketing_Heinekena

Song at the begining: The Fratellis - Chelsea Dagger
Song at the end: Fatboy Slim - Right Here, Right Now

Advertising Agency: JWT Milan, Italy
Creative Director: Bruno Bertelli
Head of art: Cristiana Boccassini
Art Director: Marco Viganò
Copywriter: Cristiano Tonnarelli

Category:

Entertainment

Tags:

• Heineken
• beer
• commercial
• ad
• fun
• Real Madrid
• AC Milan
• football
• soccer
• Champions League
• match
• concert
• opera
• classical
• marketing
• busted
• girlfriends
• viral
• UEFA
• publicity
• PR
• Fatboy
• Slim
• Right
• Here
• Now
• The
• Fratellis
• Chelsea
• Dagger
• guerilla
• web
• JWT
• Milan
• Italy
• Genialny

[SoOld79]

Hats off to one of the most brilliant marketing ideas I've seen in my lifetime. Too bad I still won't bother to drink your shi..te beer. Cheers, tho, to the major con!

[originalquinn]

Dude at 3:46 in black shirts actually wanted to enjoy the poetry and classical music he is so disappointed :D

[timothymanzella]

Your video went viral on Nepal

[rbk17]

Only Volleball! Polish soccer is a fucking shit!

[pozmu]

Everyone who participated in this is a puppet

[onlybefunny]

What if the guys whi gave up tickets in front of goalnet??

[dark258]

@onural The 52 are probably the kind of girls who won't let their boyfriends to watch a good match with their friends :D

[ajm92cr]

It's a trap!

[Oikeinkannattaja]

This is something so brilliant!

[DonGibek]

@mrgregorb Fatboy Slim - Right Here, Right Now

look to description