Entrant Company
VML Madrid
Advertiser Category
Consumer Brand Health Initiative
BACKGROUND
In Spain, football allegiance is often inherited. You are born with them. Real Betis Football Club, with its passionate fan base, needed a creative way to reaffirm this deep-seated loyalty and attract new members for their yearly membership campaign. So it wasn’t fair that your new baby was born with your rival’s colors: red and white.
The brief was to develop an innovative concept that would resonate with the existing fans while also appealing to potential new ones. The idea had to reflect the unique cultural context of football fandom in Spain, particularly the intense sentiment.
The primary goal was to drive membership sign-ups. Additionally, we aimed to generate buzz around the campaign, strengthen the club's brand image, and foster a stronger sense of community among fans.
IDEA
The Real Betis Football Club's yearly membership campaign redefined the notion of being "born not made" by creating the world's first green-and-white pregnancy test. This innovative idea stemmed from the insight that our fans' love for the club is inherited - passed down through generations. We turned a universal symbol of birth, typically represented in Sevilla FC's colors: red and white, into a unique symbol of allegiance to Real Betis.
By tapping into the deep-seated rivalry and cultural significance of football club colors in Spain, we stirred attention and conversation among our target audience. The green-and-white pregnancy test was not just a product but a statement against the norm, directly challenging the red-and-white color convention. It was designed to resonate with passionate fans, reaffirming their loyalty while inviting them to pass on their love for Real Betis to the next generation.