MERCEDES-BENZ has been the major sponsor of the German national football team for decades and is a brand that is generally associated with the German football team.

The creative strategic solution was developed surrounding a symbolic icon which is part of the public expectation and part of the core brand identity: a star.There are currently three stars on the Germany kit representing each of the country’s world cup wins. MERCEDES-BENZ also features a star in its iconic brand logo. As a consequence of this, the creative concept was built around a 4th star for Germany referring to a possible fourth world cup win.Broad media activities and co-operations across all channels (TV, print, radio, online, direct marketing) successfully encouraged the German public to attach 4th star pins to their clothes and take a seat in a virtual fan arena next to celebrities such as Michael Schumacher and many more.

More than 90% intra-media reach led to an amazing result: already at the start of the tournament the 4th star for Germany had become synonymous with Germany’s participation at the World Cup and the population’s support and enthusiasm. Media co-operations enabled supporters all over the country to claim their belief and share their motivations on TV and radio. More than 120,000 people registered themselves in the virtual 4th star arena. On Facebook more than 280,000 people not only liked the 4th star for Germany but also incorporated the iconic logo into their profile picture.