Summer 2006, the Football World Cup. The Finnish national betting company is having trouble: the Finnish national football team has dropped out of the games again. What to do to make Finns take an interest in the World Cup and to make them place bets? Our crazy idea was to make the national betting company choose its favourite for the first time in the world and make it support the predicted weakest team of the tournament, Africa's Togo. Everything we did, we did 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. The Togo fever started to be seen on the streets, in various events, in the air, in the matches, on the web, in different products and in PR. At the kick-off of the tournament, the advertiser came out in the outdoor ads and the distribution channel. We followed and commented on the tournament day by day in the printed ads and on the web. And so Togo fan culture invaded Finland.