Describe the objective of the promotion.

Activation campaign objective: Use the sponsorship of the Romanian Football Cup to create for Timisoreana a distinct voice in football, both heard and relevant for the brand. This voice shall have the potential to exist independently from any kind of football sponsorship in the future.

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

Describe how the promotion developed from concept to implementation.

In a landscape where non-values and scandals took over football, Timisoreana decided to bring true football back.
We set up a unique match: a team of football fans versus a team of legendary players from the '80s.

In the same time, a special edition of 11 collectible beer cans presenting the legends was issued.

Fans were selected on campaign's website, where they had to prove their skills and passion for football.
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.

Explain why the method of promotion was most relevant to the product or service.

All beers want to associate with football and for that they are using sponsorship of competitions and teams.
Timisoreana is a beer with 3 centuries of tradition and the market leader.

In a landscape where non-values and scandals took over football and other brands were exploiting football as it was, Timisoreana decided to change the general discourse and define football through values that Timisoreana believes in: commitment, passion and fair play. We called it 'true football'.

The territory where genuine football spirit was still alive was the Past with its glorious legends. Therefore, we decided to 'bring true football back'.

Describe the success of the promotion with both client and consumer including some quantifiable results.

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 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).