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.

Shape

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.

We understand that the love for Real Betis Football Club is an inherited emotion, passed down through generations; and the heated rivalry between Sevilla FC and Real Betis.

Being a Real Betis fan means you wear its colors since you’re born; so we created the world's first green-and-white pregnancy test, representing the moment one becomes a part of the Real Betis family.

We targeted Real Betis fans, particularly those starting families, as well as the broader community of football fans who understand the significance of wearing the club’s colors.

It was launched through a multi-channel campaign on digital platforms, social media, press releases, and direct mail to our club members. The campaign was also amplified by influencers and key opinion leaders, sparking conversation and engagement. By leveraging both traditional and digital media, we ensured maximum visibility and impact.

The campaign was implemented strategically to maximize impact. We launched the campaign nationally just before the first match of the season in August, a time when fans are returning from summer vacations and ready to resume their regular routines, including watching soccer. The timing was chosen to capture the renewed enthusiasm of fans as they geared up for the new season. As soon as the campaign was launched, it went viral within minutes, demonstrating the power of our creative idea and its resonance with our target audience. The scale of the campaign was nationwide, reaching millions of fans across Spain, making it one of the most impactful campaigns in the history of Real Betis Football Club.

The Betis Pregnancy Test campaign generated 17 million views and over 50,000 social media mentions on launch day alone, indicating high engagement. Owned media results included a near-capacity subscriber count reaching 50,409, with a subsequent membership rise to 70,500 and a 10,000-strong waiting list, demonstrating consumer interaction and brand dedication. The campaign also achieved exceptional digital presence that exploded with 17 million views and 50,000 mentions in 24 hours, rivaling global celebrities in social media buzz as Taylor Swift, being second one in Mentions in Spain the test launch day. Additionally, a 96.1% renewal rate among season subscribers highlighted enduring loyalty, while the distribution of 405 newborn memberships evidenced lasting brand integration from birth.