THE CHALLENGE
A creative agency with its headquarters within walking distance of the Philips Stadium doesn't need to be asked twice how the latest Netflix series 'Ferry' can be part of an activation with PSV.
And just when we thought it was going to be an easy job because Frank Lammer is a PSV fan, the challenge only got more fun because his fictional character Ferry Bouman is a huuuuuge PSV fan. So where could Ferry and his mates fit better than in a skybox of the successful football club from Eindhoven? We got to work in collab with Truus.
APPROACH
We wanted to make sure Ferry and his mates took over not just PSV, but the whole city of Eindhoven. Videos were ''leaked'' that Ferry visits Cafetaria De Willem and renames it ''De Ferry''. No major business changes. Just free frikandellen and from now on they only accept cash money.
Ferry took over the streets by changing street names to his own, he was announced as a sponsor of PSV Eindhoven and bought his own exclusive skybox. A temporary spot on the football club's gallery of honor? He just fixes that himself. Without even touching a ball.
In addition, PSV fans named Ferry got a special guest role. They had the opportunity to take a picture with their namesake and received a unique shirt with their name on it as a memento of this day.
RESULTS
We. Went. Viral. With an incredible number of views, we did what we came for. PSV didn’t only win the match, we successfully managed to raise lots of awareness for the series. All social posts scored far above benchmark in reach and engagement on both PSV and Netflix channels.
The major (online) football magazines took up the stunt. And Cafetaria de Willem? They sell more frikandellen than ever.
