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  • About

    About

    The Professional Fan is an Integrated Campaign for ING Direct, made by Doubleyou.
    Published:
The Professional Fan
Changing reality to create a dream job
 
The Brief:
In 2008, Fernando Alonso came back to Renault F1 Team. ING, as Renault’s main sponsor wanted to communicate Alonso’s sponsorship through a campaign to generate awareness and publicity.
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Idea:
The concept was focused on creating a link between the celebrity and his supporters. To achieve this challenge, we created a new job position: The Professional Fan. His work involved following Fernando Alonso all over the world during the F1 World Championship and writing the last updates of the Championship in the Professional Fan’s Blog.

To find the best candidate we started a real selection process. ING Published the offer in recruitment sites and in traditional media, giving credibility for such an unbelievable job.

The campaign lasted 2 years creating branded and interesting content that linked ING with Fernando Alonso, and with his supporters. Today, the Professional Fan works as a journalist in RAC1, the leader radio of Catalonia.
 
Mirrors:
8 months later, Cummins Nitro launched The best Job in the World. Same idea, same structure but with a global target and a bigger budget. Good ideas spread fast.
 
 
Team:
Executive Creative Direction: Daniel Solana
Creative Direction: Xavi Caparrós
Concept Ideation & Writing: Jesús Revuelta
Copywriting: Xavi Solé
Art Direction: Maricarmen Gainza


Awards:

El Sol, 2008
Use of media, Grand Prix
Use of digital media, Gold
Direct Marketing, Silver

El Ojo de Iberoamérica, 2008
Massive Media, Gold
Innovation - sponsorship, Silver

EFI, 2008
Effectiveness in media use, Gold
Effectiveness in commercial Communications, Bronze