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