Orchestrate a “pre-launch” around a spectacular, interactive event: a mysterious match between 2 teams led by 2 stars who embody the values of the F50 (Djibril Cissé/David Trézéguet) and young amateur players recruited in the street. F50 Final Round. A staged concept that “challenges” the rebellious, extravagant spirit of young footballers targeted via “alternative”, progressive, fun, interactive messages and material. Phase 1-Teaser. Phase 2-Recruitment. Phase 2-Selection. Phase 3-Revelation. Phase 4-Match.

30,000 hits on the website, 2,000 spectators for the match, 5,000 leads.