Remo D6 Promo, Case study SPAIN VS GERMANY: THE BET!

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Spain
Released September 2012

Credits & Description

Category: Corporate Communication
Advertiser: D6
Product/Service: CORPORATE IMAGE
President: Gonzalo Figari

Summary of the Campaign
A few hours before the World Cup Semi-finals between Spain and Germany, the Spanish agency d6 dared the German agency AT to accept a unique challenge.
Gonzalo Figari, d6’s president, bet Olaf Fuldner, AT’s president, that if Spain won the semi-finals Olaf would work 3 days for free at d6; and if Germany won, Gonzalo would work at AT. The loser would have to pay for the flight and hotel.
Spain won the game! And d6 was able to count on Olaf’s expertise and great work for three days at the agency.
This campaign was a great PR success mostly because it was based on a current event which gave it great coverage without having to spend any money on media. The news was all over the web, press, and TV.

The Situation
d6 is known as "the agency that does things differently," and as such, it wanted to come up with a unique PR campaign that would have great impact on the media, taking advantage of one of the most notorious events of the year in Spain, the 2010 South African World Cup.
The advertising and PR market has been facing a delicate situation for the past years. The crisis has had a substantial negative effect on the industry which has made the agencies lose popularity in the media. Hence, d6 wanted to come up with a campaign that would make the agency and its work become the centre of attention once again.

The Goal
d6’s aim was to take advantage of a very notorious event, the Spain vs. Germany Semi-final, in order to come up with an action that would generate a lot of noise in the media at zero cost.
During those days in Spain, as in the most of the rest of the world, the focus of many conversations was the World Cup. Hence, d6 wanted to come up with an action that would connect the brand with the most talked about news: finally Spain had made it to the semi-finals and would be in the final if it beat Germany.

The Strategy
In order to get the media interested in the news and to make sure the action had coverage during the entire process, d6 was constantly in touch with the media (before and after the big event). It communicated the action through a press note. That was it. And then it had its PR team ready to take any calls.
Once the bet was won, d6 kept having coverage by inviting people from the media to come in during the three days that Olaf was working at d6 to see for themselves that the bet was real and Olaf was paying it off. The event was much more than just a bet before a game. D6 managed to build a whole story around it which kept the media interested during the entire process.
During one of the interviews Olaf even ate a piece of Octopus Paul!!
And for the three days that he was at d6 working he had to wear the Official Spanish team shirt.

The PR campaign started a few days before the event, which took place on July 7, 2010, in order to build tension and generate curiosity. During the entire process and until Olaf paid off his bet, d6 kept the media involved by giving them interesting content to talk about all the way through. The message was adapted for each medium and the content was always fresh and juicy.
d6 arranged interviews and special events with the protagonists for those media that showed special interest.

Documented Results
d6 managed to get great media coverage without having to spend any money on media on or offline. The only formal communication to start off the campaign was an e-mail with the press note. The news appeared in many articles, reviews, radio interviews with Gonzalo Figari and even in local TV newscasts.
Many of them went even further and visited d6 in order to watch the loser of the bet work hand on hand with his Spanish counterpart.
With this surprising PR campaign d6 became again the centre of many conversations and reaffirmed itself as "the agency that does things differently."