Timisoreana Promo, Case study THE JOURNEY OF THE BALL by GMP Bucharest

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THE JOURNEY OF THE BALL

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Romania
Agency GMP Bucharest
Creative Director Stefan Vasilachi
Art Director Florin Padurean
Released March 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: SAB MILLER
Product/Service: TIMISOREANA BEER
Agency: GMP ADVERTISING
Senior Copywriter: Ioana Munteanu (GMP)
Account Director: Irina Revnic (GMP)
Creative Director: Stefan Vasilachi (GMP)
Head Of Strategy: Ioana Gheorghita (GMP)
Art Director: Florin Padurean (GMP)
Senior Art Director: Alexandru Lazar (GMP)
Audio-Visual Producer: Radu Teodorescu (GMP)
Media placement: Digital PR - - 2 March 2011
Media placement: Consumer PR - - 2 March 2011
Media placement: Event - - 2 March 2011

Summary of the Campaign
Timisoreana, the beer market leader in Romania is the sponsor of the Romanian Football Cup. With football performance decreasing during the last decade, Timisoreana's mission was to engage a passive, depressed nation into a passionate football movement.

The basic form of football passion lays within simply playing the ball.

Starting from this insight, we aimed to amplify on a national scale (geographically) this simple joy. The Journey of the Ball was created: 1 ball, 2,400 km, 40 days, 1,000 running supporters, 35 cities.

The Situation
Timisoreana, the beer market leader in Romania, is the main sponsor of the Romanian Football Cup. During the last decade, the performance inside this competition substantially decreased, the football players being involved in media scandals (drugs and alcohol abuse), all, as well as a low national morale, as Romania is passing through hard economic times.

The Goal
Challenge: re-ignite Romanians' enthusiasm towards football; engage a passive, depressed nation into a passionate football movement.

The Strategy
Solution: make Romanians part of the Cup's Final, by transforming supporters into actual players and letting them bring the ball to the pitch.

Execution
6 weeks before the Cup's Final, we thrown the ball towards the supporters. Over night, Romania turned into a huge football pitch, with 23m players.

Their task: bring the ball to the pitch in the night of the Final, without dropping it: The Olympic Football Flame.

1 ball, 2,400 km, 40 days, 1,000 running supporters, 35 cities. The ball was to pass throughout all Romania, day and night, sunshine, rain or wind, and encapsulate supporters’ passion. The same ball was also to open the Final of Romanian Football Cup on 26th May 2011, and literally pass the passion to the football players on the pitch.

The whole country was activated: The largest football marathon in history.

Documented Results
Our journey proved to be the longest football marathon in history and made the subject of numerous daily news programmes on mass-media.

Romanian Police supported the Journey, helping the ball move on national roads that were partially blocked for 40 days.

The mayor of 1 of the cities was so impressed with the movement that offered to raise a statue of the Ball Carriers.

26th May 2011, 8 o'clock in the evening, the Ball reached the pitch of the Cup's Final, in front of hundreds of thousands of supporters and TV viewers.