A few hours before the World Cup Semi-finals between Spain and Germany, the Spanish agency d6 dared the German agency AT to accept a unique challenge.Gonzalo Figari, d6’s president, bet Olaf Fuldner, AT’s president, that if Spain won the semi-finals Olaf would work 3 days for free at d6; and if Germany won, Gonzalo would work at AT. The loser would have to pay for the flight and hotel.Spain won the game! And d6 was able to count on Olaf’s expertise and great work for three days at the agency.

This campaign was a great PR success mostly because it was based on a current event which gave it great coverage without having to spend any money on media. The news was all over the web, press, and TV.

The PR campaign started a few days before the event, which took place on July 7, 2010, in order to build tension and generate curiosity. During the entire process and until Olaf paid off his bet, d6 kept the media involved by giving them interesting content to talk about all the way through. The message was adapted for each medium and the content was always fresh and juicy.d6 arranged interviews and special events with the protagonists for those media that showed special interest.

d6 managed to get great media coverage without having to spend any money on media on or offline. The only formal communication to start off the campaign was an e-mail with the press note. The news appeared in many articles, reviews, radio interviews with Gonzalo Figari and even in local TV newscasts.

Many of them went even further and visited d6 in order to watch the loser of the bet work hand on hand with his Spanish counterpart.

With this surprising PR campaign d6 became again the centre of many conversations and reaffirmed itself as "the agency that does things differently."