Football is more than just a sport in Spain; it's an integral part of the culture. This work taps into the deep-seated cultural tradition of football fandom, particularly in Seville where loyalty to a club is often inherited. It cleverly uses this social behavior and regional context to connect with its audience on an emotional level addressing a subtle yet significant issue that fans didn't even realize existed - the colors of their first representation being those of their rival team.

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.  

In a playful twist on tradition, our strategy leveraged the insight that being a Real Betis fan is a birthright, spanning from "From parents to children. From grandparents to grandchildren." To give new depth to this, we faced down a shared fan predicament: the colors of standard pregnancy tests matched those of our arch-rivals, Sevilla FC.

In response, we launched the world’s first green-and-white pregnancy test, sparking laughter and a knowing nod among our community. This cheeky invention allowed fans to start their journey of loyalty from the very first heartbeat. Our approach brought them together with a wink and a smile, strengthening the ties of the Betis family.

Through vibrant discussions across social platforms, we not only celebrated our growing fanbase but did so with a sense of humor that turned even our rivals' colors into a punchline, further uniting our fans in mirth and pride.

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.

It achieved unprecedented reach and engagement, with a spike in subscribers to almost 50,049 and a waiting list of over 10,000. The campaign's unique humor resonated widely, amassing 17 million views within 24 hours and engaging over 50,000 mentions on social media, rivaling the mentions of Taylor Swift in Spain on the day of the test launch.

Impactful on a behavioral level, 80% of seat reassignment requests transitioned from friend groups to families. It also led to a rapid sell-out within 24 hours, showcasing its immediate success and audience resonance.

Quality of experience was elevated as fans celebrated the arrival of 405 newborn members, deepening the club's familial ties. Brand perception soared, evident in the club's remarkable growth in brand value, the highest in Spain. The campaign humorously encapsulated the essence of being a Betis fan from birth, significantly overachieving its set objectives and ensuring a lasting legacy.

We realized that, ironically, the first colors a future Betis fan sees are those of their rival team, thanks to the universally accepted red-and-white pregnancy tests. This unexpected twist offered a unique opportunity to infuse humor into our campaign. The idea of altering something as universal as a pregnancy test to reflect football club loyalty was inherently amusing. It allowed us to poke fun at the intense rivalry, while also highlighting the depth of our fans' commitment. This light-hearted approach served to create a memorable, laughter-inducing connection with our audience, reminding them that at the heart of the rivalry lies a shared love for the game.