EnBW is sponsor of the FIFA worldcup. As a utilities company EnBW is not strongly connected to the sport and the audience. So the task was to develop a direct mailing for the EnBW clients that makes clear: We are doing it for the fans. The mailing that turns livingrooms into football stadiums: Put the cover over the sofa and watch the games on TV while sitting on the trainer´s bench! This mailing made absolutely clear that the EnBW wants everyone to have fun during the worldcup. And: as part of a integrated campaign it was used to build up a football community centered on the theme of putting the fans into the first row.
Agency: Jung von Matt, Germany.