- SITUATION: Getafe is a small Spanish team that isn’t really able to attract attention and drive interest. It’s also the smallest one in the Madrid region (dominated by Real Madrid and Atletico), which makes it even more unnoticeable. Its stadium is almost half empty season after season, and the Pandemic had made its awareness and noticeability problems even worse.

- BRIEF: An idea able to generate awareness for the club during these tough pandemic times: an idea that helps it get noticed and drives football fans’ attention while fighting the low spirits of their followers.

- OBJECTIVES: Drive public attention towards the team, generating talkability and impact amongst the football fans, making the name “Getafe CF” be heard. With no media budget, we needed an idea that would guarantee press coverage. It was key to find a positive angle in the most depressing year in the History of Football.

In a context ravaged by Covid-19, where Madrid was one of the 4 cities in the world hardest hit by the virus, spirits were low. Even more so for the third team in the city and the most modest of the 3 in the category: Getafe CF. That is why we decided to send a message of hope to all the fans in the most important game of the season. Against FC Barcelona. Changing for the first time in its history the name of the club, removing the first 4 letters and leaving only the last two "FE", which in Spanish mean "FAITH". For one day, GETAFE CF became “FE CF”, the team of Faith.

A change that we implemented at all levels: team jerseys and equipment, grandstands, press conference photocalls, stadium scoreboard and social media. The idea travelled the world, and was seen in more than 145 countries.

INSIGHT: The need for faith had for long been especially relevant for Getafe CF and other modest teams in Spain; but in 2020 the need for faith applies to all kinds of people from all over the world.

KEY MESSAGE: In these tough times, not losing the faith is the only way to win.

TARGET AUDIENCE:

Spanish football fans who watch LaLiga matches (core: male, 25-65)

Football fans worldwide who pay attention to LaLiga (core: male, 25-65)

Football teams and organisations (Spain and worldwide)

Sports media (worldwide)

General media (Spain)

CREATION AND DISTRIBUTION OF ASSETS: We created 1 low-cost video and 2 key visuals to be distributed to sports media by Getafe’s Communication & Press team.

- IMPLEMENTATION: We changed Getafe CF name to “Fe (faith) FC” in the team’s badge, and in all the main team’s touchpoints: Stadium, jersey and Social Media accounts.

- TIMELINE:

The club was renamed days before the match against FC Barcelona, with a Press Conference that announced the change that took place on October, 14th 2020.

All the different team’s touchpoints were renamed by that date.

The match against FC Barcelona took place on October, 17th 2020.

- PLACEMENT:

Getafe CF badge, Getafe CF football stadium, team jerseys, Social Media accounts (Instagram, Facebook, Twitter), Press Conference Room.

- SCALE: The activation happened at country level but was seen at global level.

- The switch to “FE CF” name appeared on media (TV, Press, Radio, Online) in more than 145 countries.

- It reached up to 389.000.000 people.

- With 0€ investment, the campaign obtained 9.000.000€ in earned media.

- Reactions to the activation were strongly positive, with a Positive Sentiment Rate of 89,6%