We knew that when Romanian immigrants entered the stadium they’d feel like kings: such was the event’s stature in Spain as well as in Romania. So we thought we’d give them a dose of reality by designing WU-branded football crowns in Romania’s national colours for them to wear at the game. WU would be there, centre stage, in every photograph that the immigrants took of one another, capturing the passion, the cheers and the celebrations.

Some 20,000 Romanians from across Spain (1,000 directly from Romania!) turned out for the event, making their presence and the WU-crown impossible to miss… in Romanians’ own photographs… and national and international media coverage! A 5,000€ crown-investment delivered 80,000€+ free game-related exposure and a 4million-plus audience.