Thousands of Ajax Amsterdam fans were expected to invade Bucharest for a couple of days for the game against Steaua.

MyCity, the coolest Bucharest online guide, was the perfect business to match the local offer and the travelling crowds' demand for fun.

“Living la vida loca” can have consequences hard to explain back home, that's why it was in our best interest to make fans enjoy the city without worries.

We created “The Folkloric Converter”, an online tool that provides local alibis, transforming supporters’ trip into an honorable visit.

This campaign helped MyCity obtain the highest business increase since launch!

"Living la vida loca" can have consequences hard to explain back home and it was in our best interest to make the fans enjoy the city without worries.

Romania is seen as a fairyland with strange folklore (funny graveyards, Dracula, werewolves…), so our traditions could become a perfect alibi for whatever happened.

Idea: we created "The Folkloric Converter", an online tool that provides local alibis, transforming supporters’ trip into a honorable cultural visit.

To be sure that Ajax fans will know about MyCity initiative, we promoted the site on Ajax fan pages, billboards and flyers.

MyCity had a +327% increase in advertising from local entertainment clients eager to take advantage of fans' wallets.

The campaign also helped acquiring new clients: +17% increase in new partners.

Overall this action helped MyCity obtain the highest business increase since launch!

Also, 2 in 3 Dutch supporters entered the site and had the greatest of times in Bucharest.