The Betis Test is relevant as new media due to its innovative use of a small-scale, everyday object - a pregnancy test - as a medium for communication and branding. By altering the colors of the test to reflect the Real Betis Football Club's colors, we transformed a universal product into a unique symbol of club loyalty. The small-scale nature of the pregnancy test allowed for intimate, personal interactions with the brand, creating a memorable experience for fans and generating buzz in the broader community.

In Seville, where the city's heartbeat is echoed in green and white or red and white, football transcends the game itself—it's a familial bond, a legacy passed down through generations. The Betis Pregnancy Test is more than a marketing strategy; it's a life celebration woven into Seville's cultural fabric, heralding the start of a new generation's journey with Real Betis. This initiative marks a strategic pivot from targeting 'fans' to embracing 'families,' acknowledging the importance of fostering relationships with fans from birth. This commitment to repositioning the brand is evident as the club becomes synonymous not just with sports but with a legacy of community and family. It's a dynamic and heartfelt way to strengthen connections with the city's populace, nurturing a sense of pride and belonging in a place where football and family are inseparably linked. This is Betis's invitation to families to start their journey in green and white, ensuring the club's narrative is woven into family stories, celebrations, and traditions, thereby cementing the club's status not as a choice but as a heritage, fostering an indissoluble bond that will perpetuate the club's legacy through generations.

Real Betis, deeply rooted in Seville's vibrant culture, is continually challenged with refreshing its fanbase amidst fierce city rivalries. The club is tasked with ensuring the legacy and love for the green and white endure in an ever-changing football landscape.

Brief

The directive is clear: intertwine the thrill of Betis football with the sanctity of burgeoning family bonds. Betis aims to foster a unique fan engagement that begins not in the stadium, but within the family, nurturing fans from the earliest moments of life.

Objectives

The objectives are dual yet straightforward: firstly, to instill the Betis spirit in the hearts of the youngest fans from birth, merging family heritage with fandom; and secondly, to secure the club's future by cultivating a lasting bond with each new member of the Betis family, building a robust, loyal fanbase for generations to come.

Diving into Seville's passionate football culture, Real Betis launched an initiative that intertwined familial loyalty with club devotion: the world’s first green-and-white pregnancy test. This campaign emerged from a powerful insight—Real Betis is not just supported but inherited across generations. Our consultations with fans and club historians revealed a deep desire for the club to feature in life's pivotal moments, embodying the sentiment "From parents to children, from grandparents to grandchildren." Challenging the red and white of our rivals, the innovative pregnancy test symbolized a new beginning for fans, ensuring the first colors a newborn recognizes are those of Betis. This emblematic gesture was more than a product; it was a pledge of allegiance, sparking dialogue and strengthening generational bonds. As a result, Betis's colors became a hallmark of familial celebration, welcoming the next line of supporters into the world with a sense of belonging and tradition.

Understanding that Real Betis support begins in the cradle, we crafted a campaign directly targeting expectant families within the fan community, uniting them in anticipation and pride. The initiative introduced the world's first green-and-white pregnancy test to align with the inherited passion for the club, avoiding the traditional colors of our rivals, Sevilla FC. Our media strategy focused on platforms frequented by young families and fan groups, fostering discussions and pride in the Betis lineage, plus Official On-line/ Off line Store. This targeted approach invigorated the community's unity, paving the way for the youngest fans to be born into the Betis legacy.

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. 

The Betis Pregnancy Test campaign generated 17 million views and over 50,000 social media mentions on launch day alone, indicating high engagement. Owned media results included a near-capacity subscriber count reaching 50,409, with a subsequent membership rise to 70,500 and a 10,000-strong waiting list, demonstrating consumer interaction and brand dedication. The campaign also achieved exceptional digital presence that exploded with 17 million views and 50,000 mentions in 24 hours, rivaling global celebrities in social media buzz as Taylor Swift, being second one in Mentions in Spain the test launch day. Additionally, a 96.1% renewal rate among season subscribers highlighted enduring loyalty, while the distribution of 405 newborn memberships evidenced lasting brand integration from birth.

The Betis Pregnancy Test is a trailblazing example of how a small, everyday object can become a powerful media channel. By transforming a standard pregnancy test into a branded experience in Real Betis's green and white, the club transcended traditional advertising, creating a personal and sharable moment ripe for digital virality. This innovative channel didn't just carry a message—it sparked conversations across online and offline platforms, connecting with fans on a profound level and turning a simple product into a symbol of generational loyalty, making it deeply relevant in today’s media landscape.