Madrid, September 23rd, 2024-. Biwenger, the official fantasy soccer manager of Diario AS, the most played in Spain and one of the most played in Europe with 2.4 million users, launches a new campaign in bars in the Community of Madrid with the help of its agency Havas Creative.
The campaign has a twofold objective: on the one hand, to bring together the largest number of users by creating connections between them, and on the other, to solve the problem of ‘clausulazos’, i.e., transfers that are made to a rival treacherously and which generate a lot of clashes between users, one of the most iconic elements of this game. AS Biwenger wanted to put an end to this tension, but did not want to do it in a conventional way using a standard contract. Thus, the solution was found by analyzing what happens in real life when it comes to closing big transfers in the history of soccer. Many of them are closed in bars and restaurants, where presidents and players meet to finish negotiating and end up signing with what they have at hand: a napkin.
For this reason, Havas Creative, the creative agency responsible for the ideation and development of this fun action, has selected the hospitality industry, and specifically napkins, as the advertising medium to publicize AS Biwenger among the target audience. 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 Diario AS.
“We had to do something for Biwenger to turn those characteristic games of our Fantasy into something that would actually bring them closer together, an experience that would bring our users together across screens and give them another tool to feel like presidents,” explains the Diario AS marketing team.
For Borja Álvarez, creative director of Havas Creative: “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 end the dreaded clausulazos, using an original advertising medium such as bar napkins”.
