El Ejido is a city in Spain and Poliejido is its modest football club (2nd division), football being the most important sport in Spain.

Poliejido has been an extremely modest team only known by the people of the city. On becoming a 2nd division team locals have shown increasing interest in supporting the team and it needs to maintain its existing season-ticket holders (2800) and attract new ones.We discovered that we were dealing with a city where the majority of the population aren’t from the area and that people don’t identify with it, nor with Poliejido.

Creatively we needed to create a link between a soccer team from the El Ejido region of Spain with a lot of people that weren’t born in or don’t belong to this region.How do you create a bond with a team that you don’t identify as your home team?We used Gabriel Hidalgo, Poli’s (the team) president to articulate the whole campaign.Everything begun with The Gaby’s Syndrome; an uncommon and cureless illness that will spread like wildfire:“The Polideportivo Ejido Fever”: Guerilla, mailings, interactive actions, billboards, print, radio…are completing a campaign with excellent results.

The campaign was a great success; it was very popular and highly appreciated this year in El Ejido.

The Blissful Insanity managed to create a media impact with repercussions in the sport press, local and national, on line media and reports on the TV.

4000 supporters are infected with the Blissful Insanity!!!!The team managed to get 92% of the members to re-enrol!!!!54% increase on the number of supporters!!!!View the campaign: http://www.thisismywork.com/cannes/poli