The local derby between Borussia Dortmund and Schalke 04 is German football’s most intense occasion. It is attended by 75,000 fans and the rivalry regularly spills over into violence. With the teams competing for 2nd place in the German league, this season’s game was especially significant. This huge event and the streets around the stadium were used as the medium. We fitted a car with LLumar window protection and covered it in Schalke 04 colours and logos. Then the car was parked in the most dangerous place, near the stadium where the Dortmund fans would pass on their way to the match. The stunt was also secretly filmed to be spread on football blogs and fan sites all over the world. During a world cup year, every brand wants to associate itself with footballers and world cup sponsorship. Few use the fans or the darker side of football instead.

The event took place on 25 March 2014. So unfortunately, it is too early to gauge results such as ROI. However, as a promotional event, a huge percentage of the 75,000 people attending the game witnessed the car being attacked without the windows shattering. The message they saw in the rear window of the car read ‘Hit me and not a Schalke fan. LLumar’.