Biwinger, the official fantasy soccer manager of AS Newspaper, has turned napkins into contracts to transfer fantasy players. The campaign by Havas Creative achieves two goals. The first is to bring together the largest number of users by creating connections between them. The second is to solve the problem of ‘clausulazos’, meaning the transfers that are made to a rival by betrayal that generate a lot of rivalry between users, one of the most iconic elements of this game.
AS Biwenger wanted to solve this tension, but didn’t want to do it in a traditional way by using a standard contract. Instead, Havas Creative analysed what happens in real life when it comes to closing big transfers in the history of soccer. Many of them are sealed in bars and restaurants, where presidents and players meet to negotiate and finally sign with what is nearest to them – a napkin. The signings of soccer’s most famous stars have been made on napkins. Florentino (Real Madrid’s President) did it with Zidane, Barça with Messi.
So the agency borrowed the practice, turning thousands of napkins in bars into contracts – and the unexpected medium for the campaign, because bars are also key places where people gather to play AS Biwenger and celebrate victories. The activation will be available in a large part of the network of bars that are subscribers of AS Newspaper.
“Biwenger had to do something to turn those characteristic annoyances of our game into something that would actually bring them closer together, an experience to connect our users across screens and give them another tool to feel like presidents,” explained the AS Newspaper Marketing team.
Borja Álvarez, creative director of Havas Creative, added, “We are very proud of this campaign in which we have found an exceptional solution to impact Biwenger players, offering them a fun solution to avoid the feared ‘clausulazos’, through an original advertising medium such as bar napkins.”
The napkins are being promoted across print, radio, digital, social media.
Credits:
Client: AS Newspaper (Biwinger)
Client Team: Óscar Ocaña, Jaime Álvaro, Cristina Martín, Patricia Rodríguez
Advertising Agency: Havas Creative
Chief Creative Officer: Ignacio M. Soria
Creative Directors: Borja Álvarez, Federico Botella
Creative team: Román Tarrazona, Flavio Jiménez
Account team: Nerea Santacreu, Mavi Márquez, Pablo Moreno
