Just using the announcer for our message would be boring and would not get noticed. But by letting him repeatedly talk to a fan whose wife was supposedly in hospital giving birth, made it memorable. 100.000 fans (2 matches of 50.000 fans each) were thrilled about that fan who preferred to stay at the match instead of supporting his wife in hospital.

Costs for this approach were practically zero. With only 2 matches we reached 100.000 men from our target audience. Since this stunt 10.000 new members joined the Amstel 'free tickets'-programme. Not to forget the impact this ad made on 100.000 people, contributing to brand likability.