Because of Amstels’ sponsorship of the Dutch Premier League and the connection between men and football, it was obvious that we could involve men the most by tempting them with ultimate Football Fan Fantasies.To capitalise on this, we came up with the idea that every football fan would want to be a filthy rich Russian oil tycoon like Roman Abramovich who could visit any match in the world and enjoy the experience in ultimate luxury. We ccreated a character in this mould named Igor Boris Amstellovitch.In our promotion, men could become Amstellovitch and fly in a white suit on a private jet to all the big European matches where they would be watch the game in luxurious conditions.

The Amstel loyalty programme is Hollands largest loyalty programme for men. Before the Amstellovitch promotion there were around 133.000 members. Exceeding the target of 25% growth with 10% to 35% the number of members grew to an amount of 180.000 members which is an enormous amount for Dutch standards. The awareness of Amstel being a sponsor of the Dutch Premier League grew to an alltime record of 60%. As for the consumers; within 2 weeks 80% of all football fans knew about the promotion. Free publicity and feedback on internet forums and other media indicated that Amstellovitch was a big ‘thing’ amongst men.