CHALLENGE
Create an integrated campaign that leverages Germany’s passion for football and anticipation of the European soccer/football championship.
Create an integrated campaign that leverages Germany’s passion for football and anticipation of the European soccer/football championship.
IDEA
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.
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.
RESULT
Team members’ spouses reported a 28% increase of humming and singing in their sleeping partners.
Team members’ spouses reported a 28% increase of humming and singing in their sleeping partners.
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/d36dd512c2dd75fa291c07fe825a12ae/26bdfca3-6775-434b-b994-00b6eb305b9d_rw_3840.jpg?h=7a25f08dcf3b17324b32ffef6550df1f)
![](https://pro2-bar-s3-cdn-cf3.myportfolio.com/d36dd512c2dd75fa291c07fe825a12ae/ec5a6277-ca1d-4d73-9400-08d9aab93a0e_rw_3840.jpg?h=316df96fa12be4fdab8aa993d04d75fb)