Libero Football: Case study

Credits & Description:

Brand LIBERO
Entrant LOLA MULLENLOWE MADRID
LOLA MULLENLOWE Madrid, Spain Entrant Company
LOLA MULLENLOWE Madrid, Spain Idea Creation
LOS NOTARIOS Bogota, Colombia Production
ELIS LIMITADA Rio De Janeiro, Brazil PR
Chacho Puebla LOLA MullenLowe Chief Creative Officer
Francisco Cassis LOLA MullenLowe Executive Creative Director
Tomás Ostiglia LOLA MullenLowe Creative Director
Fabio Brígido LOLA MullenLowe Creative Director
Fred Bosch LOLA MullenLowe Head of Innovation
Saray González LOLA MullenLowe Creative Supervisor
Miki Ocampo LOLA MullenLowe Creative Supervisor
Palma Llopis LOLA MullenLowe Copywriter
Carmela Naya LOLA MullenLowe Copywriter
Hetu Negri LOLA MullenLowe Copywriter
Desirée G. Valdés LOLA MullenLowe Art Director
Manuel Castillo LOLA MullenLowe Art Director
Enrique Torguet LOLA MullenLowe Art Director
Sarah Okrent LOLA MullenLowe Head of PR
Enrique Caballero LOLA MullenLowe Communications manager
Juan Pablo García MullenLowe Colombia Director General
Laura Gerpe LOLA MullenLowe Account Director
Florencia Caputo LOLA MullenLowe Agency Producer
Diego Baltazar LOLA MullenLowe Agency Producer
Felipe Cortés Los Notarios Realizador
Juan Pablo Bernal Los Notarios Executive Producer
Nathalie Burnside Los Notarios Executive Producer
Juan Carlos Franco Los Notarios Director of Photography
Juan Pablo Sorín ELIS Limitada PR
MullenLowe SSP3 MullenLowe SSP3 Production

Synopsis
"Movember" is the month to raise awareness for men's health issues. Testicular cancer is an important subject, that demands a "special touch". Every year, almost 50.000 new cases are detected. In Spain, they represent 1,5% of all male tumors - around 1.000 cases every year. Thankfully, it's an easy disease to treat if detected early.
Libero identified the perfect opportunity based on an epic moment, to raise awareness about testicular cancer and helping men to prevent it.
Strategy
Testicular cancer has much greater chance of being cured if detected in its early phase. The best way to touch on a sensitive subject with men was to explain it with fun. We were looking for the best way to make men aware of the self-exam in just three simple steps. Libero Football Magazine has been working for years with the positioning "it they explain it with football, you get it". With the idea of making a direct and clear video tutorial, Libero Football Magazine invited Valderrama to share the experience about being examined by another person and how easy it is to do. So, we filmed Valderrama and posted on Libero's social media, thanking the opponent (Michel) for touching his testicles.
Relevancy
Carlos Valderrama, an international footballer who played in La Liga, was provoked by an opponent on the field. It became one of the most iconic moments in European football.
Libero Football Magazine has always explained life with football. Using the concept "if they explain it with football, you get it", the brand approaches cultural subjects through the lense of football. During "Movember", Libero taught football fans a different way to "touch" their testicles, by connecting with this famous anecdote. More than just make men aware of it, we made football fans realize they should take better care of their health.

Outcome
- Men were interested in knowing more about the disease. Libero and Valderrama drove the highest peak of "testicular cancer" in Spain in the last years - the biggest since the beginning of Spanish Movember;
- 5,5 million € in Earned Media;
- 6,7 million views on owned Libero platforms;
- More than 3.600 articles on the internet;
- More than 200.000 impressions;
- 99% of positive mentions in Social Media (we think 1% is Michel);
- Reported by International media broadcast news, such as BBC, TyC Sports, Olé, Fox Sports, La Gazetta dello Sport, CNN, and more;
- The media were delighted with our campaign. National channels as TVE, Antena3, Telecinco, Cuatro, LaSexta all covered it;
- The Colombian Health Department endorsed our campaign;
- Recommended by former footballers who suffered the disease.
- Twitter Trending Topic in Spain, Colombia, Argentina and Mexico - in a very organic way;
Execution
The campaign started with Valderrama posting a tweet saying "Thanks, friend @MichelGonzalez #TouchYourFootballs", followed by a YouTube film URL. A few minutes later, Valderrama's followers and influencers started to retweet and to engage with the content.
In Spain, it started when Libero retweeted Valderrama. The internet went crazy. The anecdote was hype again. Hours later, Libero's Facebook and Twitter presented the video in a native way to its fan base and, for those who wanted more information, there was a website where people could find information about symptoms, recommendations and how to give a self-exam,.
A video tutorial in WhatsApp format was shared organically and that's when we lost control of the organic reach of the message. The campaign went viral and massive media from Spain and Latin America picked up the story. In the end, we achieved our main goal: make men aware of their health (and testicles).
Campaign Description
Carlos Valderrama, a well-known international footballer from Colombia who played in La Liga in the 90's, was provoked by some "unpleasant invasive touches" from an opponent. Those "touches" were caught by live cameras and became a hilarious football anecdote. Libero Football Magazine saw those touches as the perfect instruction manual on how to give a self-exam in three simple steps, to prevent testicular cancer, and get men to pay attention to their health. So, we created the #TouchYourFootballs hashtag. 26 years later, we invited Valderrama to re-live the moment and we produced a video tutorial to help men to learn how to examine themselves in just three simple steps.