Betis PregnancyTest is a cheerful salute to how Real Betis is part of life’s big moments. It changes way sports merchandise is conceived, because it's not just a gimmick neither an experience—it turns an everyday pregnancy test into a joyful symbol of family and being a fan. It’s important because it’s based on the understanding the club’s green and white colors can mark the beginning of a family’s journey, making Betis a key part of life’s celebrations from the very start. This plan it’s about being part of a life-changing event, welcoming the smallest fans in a brand new way

Situation

Real Betis, anchored in the heart of Seville's vibrant culture, faces the ongoing challenge of renewing its fanbase. Each year, amidst fierce city rivalries, the club must strengthen its ranks, ensuring that the legacy and love for the green and white persist in the face of an ever-evolving football landscape.

Brief

The brief is clear: to weave the excitement of Betis football with the sanctity of burgeoning family bonds. Betis aims to create a unique fan engagement that starts not in the stadium, but with the family, nurturing fans from the earliest possible life moments.

Objectives

The objectives are twofold yet straightforward: firstly, to embed the Betis spirit in the hearts of the youngest fans from birth, ensuring that family heritage and fandom become one and the same; and secondly, to bolster the club's future by fostering an enduring bond with each new addition to the Betis family,

In Seville, where the pulse of the city beats in green and white or red and white, football is not merely a game—it’s a familial bond, an inherited passion. The Betis Pregnancy Test is more than a clever marketing ploy; it’s a celebration of life woven into the cultural tapestry of Seville, marking the inception of a new generation's journey with Real Betis. This initiative aligns with the club's strategic repositioning from 'fans' to 'families,' recognizing the importance of starting a relationship with fans at the very beginning of their lives, at birth. The commitment to brand positioning is evident as the club becomes synonymous not just with sports but with a community and family legacy. It's a vibrant and festive way to strengthen ties with the city's people, fostering a sense of pride and belonging that resonates deeply in a place where football and family are inextricably linked. This is Betis’s call to action, inviting families to begin their journey in green and white, ensuring the club's narrative is integral to family stories, celebrations, and traditions. It solidifies the club’s status not as a choice but as a birthright, a heritage that each new generation is born into, creating an unbreakable bond that will see the club's legacy flourish for generations to come.

Our goal was to make Real Betis a part of families in Seville, right from the start. We knew that here, football and family are the same thing – you grow up with your club just like you do with your family. Betis isn't just about the big games; it's about being there in every family picture, at every meal, and in every heart. Taking a cue from the message all around their stadium, "From parents to children, from grandparents to grandchildren," we crafted a plan. We wanted the club's colors, green and white, to be a badge of pride that's handed down, just like a favorite family story. Our dream was simple but big: to weave Betis into life's special moments, making sure that love for the club keeps growing strong, generation after generation.

Our journey to insight began with deep research into Seville's rich football ethos, combined with heartfelt discussions with fans. We also engaged with Real Betis brand experts and historians, who provided a wealth of knowledge about the club's storied heritage and its place within the fabric of family life. These conversations revealed a compelling desire: fans yearned for Betis to be a cornerstone in their significant life events. They wanted their very first family celebrations to be draped in the club’s green and white. Even more: two verbatims sparked the idea: "You're born into Betis, you don't just become a fan." and the stadium's inscription "From parents to children, from grandparents to grandchildren." These powerful sentiments encapsulate the essence of fandom at Real Betis and became the catalyst for our creative concept. Internally, we had to balance respect for tradition with the push for innovative engagement strategies. The turning point

Realizing that traditional pregnancy tests lit up in the rival’s red and white, we saw a chance to paint these life-changing moments in Betis’s passionate green and white. This was our spark for the Betis Pregnancy Test – an inventive twist on celebrating new life. It’s a vibrant expression of passion, wrapping the joy of a growing family in Betis's colors. This creative strategy directly influenced the product's design, ensuring that the first hint of a new fan’s arrival would symbolize not just new life, but a new chapter in the family's Betis story. It’s Betis's warm welcome to the smallest of fans, a promise that from their first breath, they are part of something bigger – a community that cherishes football and family above all. This test isn’t just a way to discover joy; it’s the first shared celebration of a lifetime of Betis fandom.

The immediate stock-out in 48 hours of the test demonstrates the community's embrace of this heartfelt initiative. The Betis Pregnancy Test has sparked a surge in club memberships, nearing the cap of 50,000 and reflecting an incredibly successful campaign. The initiative's success lies in its family-centric approach, with 80% of seat reassignment requests from families wanting to sit together. A 96.1% renewal rate among existing members shows the depth of the club's roots in the community. Overall membership swelled to 70,500, filling the stadium with support, and a waiting list 10,000 strong indicates a future brimming with promise. 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. 405 newborn memberships who become supporter at the time of their birth.