As a leading sponsor of the UCL, match nights are an extremely important consumption occasion for Heineken. But when most matches take place in the middle of the week, it can be difficult for fans to get together and enjoy the game.They end up giving excuses like working late in the office, the weather is bad, it’s Valentine’s Day, or there’s heavy traffic. They leave their mates hanging on a night meant for friendship and beer. So we needed to find a way to motivate them, ditch whatever they're up to and enjoy match night like true champions, which of course means surrounded by friends and a fridge full of Heineken.

We kicked off the campaign with a bang, launching a film on Facebook, in which Mourinho sarcastically reads out all the excuses fans regularly give. In his usual manner he dismisses them all, reminding fans that there are no excuses for missing a UCL match..We created over 800personalised, super-relevant response videos that allowed Mourinho to address fans directly around the world, reminding them no one should miss a match night with friends.. Midway we engaged fans with a digital version of Mourinho -a bot that let fans create witty, excuse-busting, shareable responses to send to their friends. Using the same sarcastic tone and style he’s famous for.And for the Champion’s league final, Mourinho bust the ultimate excuse, travelling to the Antarctic and rescuing a lone fan inhis personal Helicopter.Showing everyone that there are NO MORE EXCUSES to missing a UCL match night.