GEGENPOL by Interpol+ Berlin for Fc St Pauli

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GEGENPOL

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Industry Sports Teams & Events
Media Promo & PR, Case study
Market Germany
Agency Interpol+ Berlin
Released October 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: NORDPOL+ HAMBURG / FC ST. PAULI
Product/Service: FC ST. PAULI
: Lars Ruehmann (Interpol+-)
: Tim Schierwater (Interpol+-)
: Mark Hoefler (Interpol+-)
: Oliver Schock (Interpol+-)
: Marcel Grein (Interpol+-)
: Sebastian Suess (Interpol+-)
: Jan Paepke (Interpol+-)
: Nadschja Hemieda (Interpol+-)
: Karolin Siller (Interpol+-)
: Michael Becker (Interpol+-)
: Mathias Mueller-Using (Interpol+-)
: David Krumwiede (Interpol+-)
: Artemio Tensuan
: Jan Schierwater
: Dubravko Hotko
: Christian Beko Blazevic
: Michael Meeske (FC St. Pauli)
Media placement: Press Coverage - BILD - 28.09.2010
Media placement: Press Coverage - BILD Hamburg - 18.01.2011
Media placement: Press Coverage - Frankfurter Rundschau - 20.9.2010
Media placement: Press Coverage - View - 16.10.2010
Media placement: Press Coverage - Sportschau - 16.10.2010
Media placement: Press Coverage - ZDF Sportstudio - 16.10.2010
Media placement: Press Coverage - Hamburger Abendblatt - 26.09.2010
Media placement: Press Coverage - ZDF Drehsscheibe - 06.12.2010
Media placement: Press Coverage - Sportbild - 11.10.201
Media placement: Press Coverage - Plus Many More - 2010-2011

Summary of the Campaign
FC St. Pauli is the favourite club of our agency, so we would love to follow the home games from our own box. However, we totally dislike the glass and steel boxes you see nowadays in football grounds. We want something unique, that fits to the club we have been following for more than fifteen years. The box should not only stick out, but we would like to use this kind of sponsorship to promote our company´s image and demonstrate our close relationship with the club, founding client of our agency. Due to renovation-work the opportunity arose to build the "Counterpole" above the soon to be renovated back straight. The "Counterpole" consists of three container boxes that sit on a steel scaffold between the north stand and the back straight. On the outside of the upper container, we installed a terrace with 26 seats offering fans the best view over the pitch. The interior of the containers is an homage to the club and the district.
In 14 games "Counterpole" provided match day hospitality in the current season and also stuck out as a true commitment to the club and its culture and as a reminder to stick to those values.

The Situation
The first Bundesliga season in many years is the perfect opportunity to make a statement.
A statement for our commitment to the club and its culture and against modern football and its side effects.
We want to follow the home games from our own box but not in one of those sterile glass and steel boxes you see nowadays in each and every football ground – even at the recently renovated part of the Millerntor Stadium, home of the FC St. Pauli. The renovation process going in the Millerntor stadium is a unique opportunity to realise this project and simultaneously set a sign for the St. Pauli spirit.

The Goal
The box has to be unique and has to fit to the club we have been following for more than fifteen years. The box should not only stick out, but increase our company´s awareness by demonstrating our close relationship with the club, the founding client of our agency.

The Strategy
The plan is to build a box that stands for itself: As a landmark for the club and its culture. And as statement against the increasing commercialisation of football. That means that this box is not about pre-match-champagne and three-course-fine-dining-match-day-hospitality or other distractions but simply about football.
A box where the guests don´t miss a single second of the game.

Execution
The ramshackle back straight, legendary home to the club`s hard-core fans was found as location:
The former stadium announcer box and a discarded police container were converted into a two-level structure providing a viewing platform and a landmark for the club. The top box hosts up to 26 fans on an attached terrace with the best view of the pitch and a guarantee not to miss one second of the game:
Every seat has its own barrel for draft beer and a television set to recapture crucial scenes in slow motion. Curry sausages are delivered by a toy train.

The lower box was transformed into an exhibition space curating a loving collection of memorabilia from St. Pauli`s 100 year-history. In reusing building elements from the old stadium the new box honoured the shabby chic unique to St. Pauli and presented a spectacular alternative to the faceless steel and glass boxes.

Documented Results
The press coverage of the box in TV and press was amazing, including the most popular football TV show Sportschau (up to 7 million viewers) and Germany´s biggest newspaper BILD (circulation rate over 2.8 million).

TV: ARD Sportschau, Sky Sport (PayTV channel with 2.5 million subscribers), ZDF Sportstudio (3 million viewers), ZDF Drehscheibe and some regional broadcast
Newspapers: BILD national (2.900.355 copies sold), BILD Hamburg (229.249 copies sold) Hamburger Abendblatt (220.162 copies sold), Frankfurter Rundschau (129.786 copies sold)
Magazines: View (149.881 copies sold), Bravo Sport (141.397 copies sold), Sportbild (454.551 copies sold), Horizont (18.077 copies sold), Werben & Verkaufen (33.365 copies sold). Total number of copies sold: 4.276.823

Plus countless online magazines.