With “Kicken gegen die Profis” a platform was created, which picked up the real documentation trend. The format gave the brand an emotional appeal with topics that the target group could identify with. It was seen to, that the “NFM” team was placed at the centre of the campaign: the stars were not the pros, but the “NFM” team.In this manner we assured that the elements soccer and entertainment were united within four episodes.Episode 1: After every team member was introduced, a medical check was the first step to the big game.Episode 2: The test match against an amateur team of Germany’s cult club St. Pauli was centrepiece of the 2nd episode.Episode 3: To have a perfect preparation for the big game the team was invited to spend a day in the “NIVEA Haus”.

Episode 4: The big match against Hamburger SV with 3,000 spectators.

Over 16 million media contacts in the core target group and over 80 million within the total population; high involvement of the target group: over 6,000 candidates applied for a position in the “NFM” Team. Ratio media value vs. client’s investment approx. 3:1 (PR-value not taken into account).