CHALLENGE:

65% of Malaga football Club’s season-ticket-holders are also Real Madrid fans, so when the white team visits Malaga, Malaga fans are divided between local and visitor’s teams.

OBJECTIVE:

Malaga Football Club was just 3 points from relegation zone to the Second Division and the next game was against Real Madrid, leader of the Spanish Liga.

MALAGA FANS SUPPORT WAS MORE NECESSARY THAN EVER!

STRATEGY:

To make Malaga fans reflect to get their support through an emotional message.

EXECUTION:

We sent a message to Malaga fans through a video where we showed a Malaga fan painting blue stripes on the white Real Madrid shirt with blue paint and a brush, leaving as a result T-Shirt of Malaga Football Club.

Meanwhile, you could listen to the legendary flamenco song "Crazy Heart" by “El Cigala” whose lyrics say "... you cannot love two women at the same time and not to be crazy."

This message was sent by email to the season-ticket-holders and reached all football fans through an online and offline PR plan.

OUTCOME:

All media in Spain covered the news.

For the first time in the season, tickets were sold out.

Malaga didn't win the match, but won in stands!!!

We sent a message to Malaga fans through a video where we showed a Malaga fan painting blue stripes to the white Real Madrid shirt with blue paint and a brush, leaving as a result T-Shirt of Malaga Football Club.

Meanwhile, you could listen to the legendary flamenco song "Crazy Heart" by “El Cigala” whose lyrics say "... you cannot love two women at the same time and not to be crazy."

This message was sent by email to the season-ticket-holders and reached all football fans through an online and offline PR plan which had a very successful outcome in just 48 hours.

We shared the campaign with the main Spanish media, bloggers and other influencers.

Football fans did the rest in social media.

The news was covered in all media (General and Sports)

- The video was shown in all news and the most popular soccer talk shows on Spanish TV, where the video was widely discussed.

- The campaign also reached other countries such as United Kingdom, Italy, United Arab Emirates, Argentina, Chile and Japan, amongst others.

- The campaign was parodied by other teams’ fans, which also state to like two teams at once (Real Madrid or Barcelona).

The equivalent media investment of the campaign is valued in more than 2.5 million Euros (Equivalent cost per GRP) with an investment lower than 5, 000 Euro.

- Malaga Football Club sold out all tickets and the whole Stadium supported Malaga Football Club.