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In order to win the support of football lovers, Heineken and their agency took direct action. On a one to one basis, they covertly recruited the girlfriends, tutors and bosses of AC Milan football fans, and got them to participate in the mother of all set ups.
Each recruit was told to use their influence to persuade the football fans to attend a classical concert - instead of staying at home to watch the Real Madrid vs AC Milan match on TV.
Incredibly - by coaxing, persuading and sweet talking - 200 of the recruits managed to pull it off - and drag the football fans along to the concert.
Only after 15 minutes of music did the fans' glumness turn to joy, when it was revealed that they were in the auditorium to watch the match on the big screen - courtesy of Heineken, the beer 'made to entertain .
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