Everything was done as if we were the world’s greatest Togo fans. By supporting the true underdog of the tournament we encouraged all Finns to choose their side. We decided right from the beginning that we’d first attract a wide interest and only later reveal who was behind the campaign. We’d only address the mass media later, when we would also reveal the advertiser.

The press followed Togo’s success tongue in cheek more than could have been expected. Togo became the number one topic among betters. However, what really counted was the total profit of the tournament: with the help of colourful Togo, the Finnish national betting company was able to redouble its previous sales record.