This work promotes a specific branded product - the green-and-white pregnancy test - that supports personal wellbeing by reinforcing a sense of community and shared identity among Real Betis fans. While not providing a physical health benefit, the campaign enhances emotional wellbeing by strengthening bonds between fans and their beloved club, starting from the moment of birth. This unique product drives choice by offering a meaningful way for fans to express their loyalty and pass on their love for Real Betis to future generations.

In Seville, a beautiful city from the south of Spain, you are born either a red-and-white supporter of Sevilla F.C or a green-and-white supporter of Real Betis Football Club.

These colors - green-and-white for Betis, red-and-white for Sevilla - are more than just team identifiers; they're symbols of identity passed down through generations.

This campaign was created for Real Betis for their 116th anniversary, at a time when the club was looking to reaffirm its bond with its fan base and attract new members through the phrase that all Betis fans encounter when they enter the Benito Villamarín stadium: "From parents to children. From grandparents to grandchildren."

This led us to think of the first thing you see when a new life is conceived: a pregnancy test. You see two RED lines on a white background. But a Betis fan certainly doesn’t want to see its rival’s colors in the most precious moment of their lives.

In Spain, football allegiance is often inherited. You are born with them. Real Betis Football Club, with its passionate fan base, needed a creative way to reaffirm this deep-seated loyalty and attract new members for their yearly membership campaign. So it wasn’t fair that your new baby was born with your rival’s colors: red and white.

The brief was to develop an innovative concept that would resonate with the existing fans while also appealing to potential new ones. The idea had to reflect the unique cultural context of football fandom in Spain, particularly the intense sentiment.

The primary goal was to drive membership sign-ups. Additionally, we aimed to generate buzz around the campaign, strengthen the club's brand image, and foster a stronger sense of community among fans.

The Real Betis Football Club's yearly membership campaign redefined the notion of being "born not made" by creating the world's first green-and-white pregnancy test. This innovative idea stemmed from the insight that our fans' love for the club is inherited - passed down through generations. We turned a universal symbol of birth, typically represented in Sevilla FC's colors: red and white, into a unique symbol of allegiance to Real Betis.

By tapping into the deep-seated rivalry and cultural significance of football club colors in Spain, we stirred attention and conversation among our target audience. The green-and-white pregnancy test was not just a product but a statement against the norm, directly challenging the red-and-white color convention. It was designed to resonate with passionate fans, reaffirming their loyalty while inviting them to pass on their love for Real Betis to the next generation.

Our strategy was rooted in the insight that loyalty to Real Betis is inherited - "From parents to children. From grandparents to grandchildren." We faced the challenge of giving special meaning to this phrase and decided to approach it uniquely by suggesting one is a Betis fan even before birth. However, we encountered a dilemma shared by all Betis fans: the colors of pregnancy tests are those of Sevilla FC. This realization led us to create the world's first green-and-white pregnancy test, symbolizing the inherited love for the club from the moment of birth. This innovative approach not only addressed an issue that fans didn't know they had but also reinforced the bond within the community, fostering unity and pride among fans. By continuously engaging on various platforms and encouraging conversations around our initiative, we celebrated the new generation of Real Betis fans, further strengthening our community.

The campaign was implemented strategically to maximize impact. We launched the campaign nationally just before the first match of the season in August, a time when fans are returning from summer vacations and ready to resume their regular routines, including watching soccer. The timing was chosen to capture the renewed enthusiasm of fans as they geared up for the new season. As soon as the campaign was launched, it went viral within minutes, demonstrating the power of our creative idea and its resonance with our target audience. The scale of the campaign was nationwide, reaching millions of fans across Spain, making it one of the most impactful campaigns in the history of Real Betis Football Club.

This innovative approach led to an astounding digital response rate: 17 million views and over 50,000 social mentions on the first day, indicating a viral engagement with the brand. The campaign influenced a notable shift within the fanbase, with an 80% increase in family re-grouping requests over friendships, reinforcing the club's legacy as a family-oriented community. This shift in fan behavior contributed to an impressive 96.1% renewal rate for season subscribers. Furthermore, the waiting list surged to over 10,000, indicating sustained engagement and interest in club membership. The campaign also resulted in 405 newborns being registered as club supporters from birth. Collectively, these results demonstrate a positive change in brand perception, positioning Real Betis not just as a sports entity, but as an integral part of family life and identity. In brand positioning: the highest percentage growth in brand value in Spain and the third highest globally.