We approached 3 real couples in a restaurant. As soon as the men got the menu, they were surprised by special item inside of it: a ticket for a free weekend on a SPA, exactly on UEFA Champions League Final weekend. The ticket came with a message: "do you want to watch the match in a Heineken VIP party without your girlfriend? Gift her with this ticket". So, the guys tricked their girls to go there and they went to the party alone. At the event, a big screen displayed a video of their girls and they made a great reveal: they weren't on a SPA. They were actually at San Siro Stadium to watch the final live. A messaged closed the video: "have you ever considered she likes football as much as you do"?

The whole experience with the guys being tricked by their girls was recorded and uploaded on facebook and youtube. Due to its great viral power and success, the three minute video was also aired in Television, reaching even more people.

The Cliché has become the most shared, watched and commented Heineken video of all time, with over 200k shares on facebook, 22 million views - 42% of them spreaded organically, and over 80k comments, 99% of them positive. Not only from women, but also from men who supported the cause.

On twitter, without any media investment, the campaign stayed 4 hours in a roll on the top of trending topics. There were over 145 articles in 20 countries, building up positive conversation around the brand.

These positive numbers also changed the brand's performance: the sales grew 8% in comparison to 2015 same quarter. There were also a 7% increase in trials, 20% increase of total users and a 24% increase in penetration in brazilian homes.