Insights, Strategy and the Idea

Timisoreana, a beer with 3 centuries of tradition and the 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 anything else but football:
scandals about club presidents offending each other, players getting drunk or spending nights in clubs before matches etc. took over football. Media kept amplifying the phenomenon, promoting mainly the bad.

Campaign objective: to re-ignite the spirit of football in football community (fans, football professionals, sport media, KOLs).

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

Since a lot of brands (especially beers) are talking on football, the challenge was to find a territory where to build a distinct voice and stay true to Timisoreana 'traditional values' equity.

Creative Execution

We found a territory where Timisoreana had a distinct voice and changed the speech in football from the general (negative, trivial) one towards a positive, non-superficial one.
We defined football through values that Timisoreana believes in: commitment, passion and fair play. The true football.
The only territory where the genuine spirit of football was still alive was the Past with its glorious legends.
We set up a unique match: a team of football fans versus a team of legendary players from the 80s: Bring true football back.
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 Match of the Romanian Cup. It was broadcast live on the most important sports TV channel in Romania.

Results and Effectiveness

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 meant:
100% positive media reactions
Almost 100 news 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.