The task was to congratulate the FC Bayern in an innovative way that would generate a maximum of awareness without spending a big amount of money. So we created a media event, which used the already existing cannels to communicate our message: the jerseys as display, the players as proud messengers and TV-, press- and social-media to spread and multiply it. In this way we made the main sponsor Deutsche Telekom a main part of the successful moment without the taste of advertising.

We reached 360 million spectators around the world and in the end the campaign costs of

320 € for printing the jerseys, were facing an earned media value of 1.000.000 €. And the day after the game fans across social media networks had one demand: we want the triple-championship jersey! And so we gave it to them. Deutsche Telekom produced 35.000 Triple-jerseys and sold every single one of them.