Bergenbier - Eu sunt 12
Campaign: Eu sunt 12
Client: Bergenbier
Brand: Bergenbier
Submitted by: Making of Promotion
Contributing Agency: Leo Burnett
Background/objectives:
In 2015 Bergenbier revived NFT sponsorship, and challenged Agency to uplift brand preference KPIs, by developing football content.
The brief was to integrate all football related initiatives under one single communication platform.
We should own any football moment & naturally integrate the product, building at the same time on the foundation for friendship of the brand. To bring back the football fans near the National Team. To create a real movement among Romanians for the EURO 2016 football championship, where Romania qualified after 8 years.
Strategy:
Audience’s interest in NFT content was on a steeping decline, due to long time poor performance of the team. We chose to focus on the fans, not the team. The sponsor “voiced” supporters by assigning them a role in the team: the 12th player. www.eusunt12.ro, a football content platform acted as a publisher, with content pushed on social media channels, unbranded, to organically build a loyal community.
Results:
“EuSunt12” became a generic name for the supporters, used by both footballers and fans.