BRING TRUE FOOTBALL BACK by Webstyler for Ursus

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BRING TRUE FOOTBALL BACK

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Romania
Agency Webstyler
Creative Director Stefan Vasilachi
Art Director Cosmin Ezaru, Horia Manolache
Copywriter Ioana Munteanu, Iulian Barbulescu
Released March 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: URSUS BREWERIES
Product/Service: BEER
Head of Planning: Bogdan Nitu (Webstyler)
Art Director: Horia Manolache (Webstyler)
Copywriter: Ioana Munteanu (GMP Advertsing)
Creative Director: Stefan Vasilachi (GMP Advertsing)
Account Manager: Irina Revnic (GMP Advertising)
Copywriter: Iulian Barbulescu (Webstyler)
Art Director: Cosmin Ezaru (GMP Advertising)
Social Media Planner: Andreea Stan (Webstyler)
Account Manager: Ramona Sima (Webstyler)
Web Designer: Vicentiu Popescu (Webstyler)
Web Programmer: Cosmin Panait (Webstyler)
Web Designer: Adrian Nitu (Webstyler)
Media placement: Viral Movies Campaign - YouTube.com - 5 March 2010
Media placement: Special Package Edition - 11 Cans - Product Package - 12 March 2010
Media placement: Website - Www.fotbaladevarat.ro - 17 March 2010
Media placement: Event - 1 Week Training Camp - - - 19-25 May 2010
Media placement: Event - The Match - Iasi Stadium - 26 May 2010

Summary of the Campaign
Timisoreana, a beer with 3 centuries of tradition, is the market leader in Romania and also the main sponsor of the Romanian Football Cup.

In a landscape where non-values and scandals took over football, Timisoreana took a big challenge: to re-ignite the spirit of football and its genuine values: commitment, passion and fair play. Bring true footbal back.

We set up a unique match: a team of legendary players from the 80s versus a team of football fans.
The fans were selected on the campaign website where they had to prove their skills, commitment and passion for football.
The match took place in the opening of the Final of the Romanian Cup. It was broadcast live on the most important sports TV channel in Romania.

All the 3 main brand image indicators went up significantly.
The 3 month campaign also meant a huge Estimated Advertising Value for all generated media content and high TV audience for the ‘Legends-vs-Fans’ match.

The Situation
Beer and football share the same target (men) and compound together a frequent consumption occasion. Therefore, all beers want to associate with football. The way they do it is through sponsorship of competitions and teams. This makes it very expensive and difficult to get a voice in football, both heard and relevant for the brand.
Timisoreana, market leader in Romania, is the main sponsor of the Romanian Football Cup.
In the last years, Romanian football, once a nation’s pride, became nothing more than tabloid scandal. Naturally, performance went down (e.g. the worst performance for Romanian national team in 50 years).

The Goal
Campaign objective: Create Timisoreana’s distinct voice in football, both heard and relevant for the brand. This voice shall have the quality to exist independently from any kind of football sponsorship.

Brand objective - increase the 3 main brand image indicators: Beer associated with football; Beer that sustains values transcending time; Brand I feel close to.

Target audience: 18+y.o., male, football lovers.

The Strategy
Timisoreana is a beer with 3 centuries of tradition. Its core values are hard work and passion for things well done that last through time.

We used the sponsorship of the Romanian Cup as an opportunity to create our own brand communication platform about a certain type of football, which Timisoreana defined through its own values.
While all others were exploiting football as it was, we changed the discourse in football.
We didn’t talk about how great football is, but what great football means. It’s the football based on commitment, passion and fair play. The ‘true football’, as we called it.
In a present governed by non-values, the only territory where genuine football spirit was still alive was the past with its glorious legends.

Therefore, we decided to ‘bring true football back’.

Execution
We set up a unique match, chance of a lifetime for any fan: a team of football fans versus a team of legendary players from the ‘80s (the most glorious years of Romanian football).
The legends were called in by their former captain: ‘I miss true football, so I challenge you to enter the pitch once again.’
Then, the legends launched the challenge for the fans: ‘Form a team and play with in us a true football match’.
The legends told also the story of true football through a special edition of 11 beer cans.
The fans were selected on the campaign website where they had to prove their skills, commitment and passion for football by uploading self-made movies on campaign’s website.

The match took place in the opening of the Final of the Romanian Cup. It was broadcast live on the most important sports TV channel in Romania.

Documented Results
By changing the speech in football and defining it through Timisoreana’s shared values, we managed to create for the brand a distinct voice in football, a voice which is heard, relevant and independent of sponsorship.

The 3 main brand image indicators went up as follows:
Beer associated with football: by 60%.
Beer that sustains values transcending time: by 52%.
A brand I feel close to: by 63%.

The 3 months campaign also meant:
100% positive media reactions.
Almost 100 news items on some of the most important TV channels.
The Estimated Advertising Value for all generated media content (TV, social media, press) was 1.8 million euros.

The TV audience for the Legends-vs-Fans live match was 4.5 times higher than the average audience of the channel (Sport.ro – the most important sport TV channel in Romania).