Create an integrated campaign that utilizes the Germany’s passion for football and the anticipation for the European soccer/football championship.
We created the Allemann – the world’s most massive fan that was formed by hundreds of humans climbing on one another, similar to a human pyramid. During the campaign we used a famous German comedian to collect fans over all media, from TV to the smallest banners. We additionally created an unofficial-official song, which made it into the charts, and encouraged fans to upload their interpretation.
Team members’ spouses reported a 28% increase of humming and singing in their sleeping partners.