Development: Our starting-point was the quality and exclusivity of content available through the 5885 service. This amounts to so much inside information on Real Madrid that subscribers feel they know enough to be the coach themselves. So in effect, anyone could be coach – whoever they are, whatever their age. This thought gave us the idea of taking a young Saudi soccer fan and making him Head Coach of Real Madrid. Around this surprising ‘appointment’, we built a multi-media campaign to promote the prize draw and drive subscriptions to the service.

Success: The result was a frenzy of blogging, tweeting, googling – and huge interest in Real Madrid 5885. During the promotion period, total subscriptions rose to over 23,000, from among whom 50 lucky winners were awarded the trip of a lifetime, to watch a Real game at the famous Bernabeu Stadium in Madrid.