Being a beer brand during a major football tournament takes lots of responsibility. Being a sponsor of the national football team takes even more. Croatia is a country where football is by far THE most important thing, but due to some political reasons, many fans have been turning their back on the national team. Our task was to once again connect fans and national team players, to highlight the positives of being a Croatian football fan and to stay forever proud.
The solution was obvious once we closely examined the fans’ online behavior during a football match. Every now and then, especially in some of the most intense moments in the match, there would be comments crying out: “What I wouldn’t give for a win today!”. That insight inspired us to make a digital activation in which our fans had to finally answer the question – “What would you give for Croatia to win?”. To express their support, fans sent us photos with a description of items valuable to them, which they would give over if Croatia won at the World Cup. We used the 100 most creative ones and put them in a custom made book which was given to our national team just before their trip to Russia.
Our results almost matched the ones from the World Cup. We reached over 3 million Facebook users, they watched our videos over 700,000 times and spent (on average) about 2,5 minutes on our website. However, these numbers seem irrelevant to the fact that this campaign reached our National team. Players and the staff read the book and saw how much the fans are eager for them to succeed.
This campaign was special because we created a platform where our fans could express their feelings about their team and where their emotions and comments can be given value. Feelings that are not easily describable by words… But with what one wouldn’t give for his team to win.