Men are not romantic. To make up with the ladies, we sing them a ‘romantic’ song with a famous piano player that is well-known for making women's hearts beat faster.

Because Amstel is a sponsor of the Dutch Premier League we could do things that normally would be out of the question. So instead of using expensive ads or commercials we used the stadium announcers of Ajax and Feyenoord in front of crowds of 50.000 for our message.Just using them in a normal way would be boring. But by letting them talk repeatedly to a fan whose wife was supposedly in hospital giving birth, made it memorable. 100.000 fans (in total) were thrilled about that fan who preferred to stay at the match instead of supporting his wife in hospital.

You only need to see and hear the laughter of a crowd of 50.000 to know this message reached not only their heads but also their hearts. We managed to pull this trick twice so we effectively reached 100.000 fans.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.