Branded Entertainment has become a very desirable alternative to traditional advertising channels which are more and more expensive. What´s more, audiences usually mentally disconnect during ad blocks which are becoming saturated.

Branded Entertainment allows the telling of real stories which are human and exciting, that can really interest people without being intrusive.

To introduce the new brand positioning, we chose one of the most humble football clubs in Spain. Villaverde F.C, located in one of the poorest districts of Madrid.

It had a grass field, but they couldn't maintain it playing in division 4 and cannot gain promotion because it doesn't have a grass pitch.

Without the players knowing, we put grass on the pitch. We picked them up in a coach befitting a Champions team, painted in the colours of their team and with tinted windows so they couldn’t see out.

Upon exiting the changing room tunnel, the lights came on, they discovered their new pitch and the real Champions cup was waiting for them, while the Champions music played.

All of Villaverde was there. Their families, fans, ticket-holders, all the district participated in the surprise, the great change that HTC gave Villaverde F.C. Due to all these reasons the press coverage was massive, both on the day of the event and in the following weeks, because they were interested in the story.

We got over 440,000 views on Youtube in a month.

500,000 people saw the documentary on sports news programmes. Of course, without any cost to HTC. (Earned media)

After the campaign, HTC´s Share of Voice increased to 28%, exceeding that of brands such as Apple, LG and Sony.

In mentions it beat all its competitors, including the market leader, Samsung.