Legendary Barça Fans
Turisme de Catalunya counted on us to create an innovative action with the aim of telling young Japanese people about Catalonia.
Japan has a passion for FC Barcelona, and its fans want to know absolutely everything about their team to feel closer to them. And that includes its country. For this reason, and with a view to the club’s summer tour of Japan, we analysed the online and offline trends that had most engagement among young Japanese people. That’s how we created a strategy that connected with such a culturally different target to ours.
Japan is the 5th country with the most Barça fans in the world.
That’s how Legendary Barça Fans was born, an action where Barça players issued their fans challenges through our augmented reality app. The winners won tickets for matches on the tour, merchandising and a trip to Catalonia. In addition, competition entrants could get a free manga inspired by the FCB summer tour, where Barça players experienced a legendary adventure across Catalonia and Japan.
Now, when young Japanese people think of FC Barcelona, they no longer just think of Messi, but now they also think of Montserrat, Cadaqués and the Seu Vella de Lleida cathedral.