Spanish society is gradually becoming accustomed to the fact that a brand’s advertising is not confined to watching a television spot. Considering that our product belongs to the audio-visual sector, this context becomes a perfect opportunity to carry out very high profile actions which help the public to participate, while at the same time, strengthening our brand’s image and positioning. All in a context of television regulation demanding a reduction in overall advertising air time and unwarranted interruption of films and that the viewer should be allowed to watch sports events with no commercial breaks. This regulation also ensures that viewers will see less advertising on private television, the law establishing a maximum of 20 minutes per hour of broadcasting, of which 12 minutes may be of conventional ads, 5 minutes maximum of self-promotion and 3 minutes tele-promotions. It is thus stipulated by articles 13 and 14 of act 7/2010, which begin the second section devoted to ‘commercial communications rights’.

First we called the supporters’ attention with a TV spot in which we asked them to donate their sperm in the quest for a more promising future - in that spot. We mentioned the blue movie they could watch at the sperm donation clinics. Then we posted a series of five trailers on the website, a new one each week. We also kept supporters abreast through Facebook. There was even a Facebook application, ‘the wanker’ which enabled potential donors to practice. We wanted the fastest donor. We also announced the movie with classic film posters, until the premiere night, which took place in a Madrid cinema. The movie could also be watched on the official website.

Attendance at the ground increased 15% by drawing the support the club was requesting in order to fill the stands. The campaign has also received nearly 3m visits and almost 347,000 people have viewed the movie on the website. In addition, it has received attention from the media in more than 30 countries. Securing world renown for the club and placing it on the international scene. Finally, more than 5,000 people have requested the movie of Getafe’s hot zombies in the sperm donation clinics. In addition, following this success, it has been shown in several film theatres in Spain.