The Better Halves is a promotional activation through which Heineken found the three men in Bulgaria, most deserving of a place at the Champions League Final.

The activation took an unorthodox route by engaging not only men, but their better halves as well. The first challenge in front of men was to convince their partners — usually dissatisfied with their passion for football — to aid them in their quest for the Final. The second challenge was in front of the better halves who had to take part in a live choir, performing the UEFA Champions League anthem. Each of them sang through a microphone connected to a special software and hardware solution, detecting which performance is closest to the original anthem. The three women, who sang it best, won the ticket for the Final for their respective partner.

209 couples signed up for the challenge

The campaign reached 2,142,941 people

Heineken became the No.1 beer brand on Facebook on the Bulgarian market

The Better Halves (refers to sales total brand) – April 14 vs. 13 Heineken registered 30% growth