Moyua Homes Planazo.
When a European champion's home court is the floor of your home.
Club Deportivo Bidasoa handball club is the only European champion in the history of Basque sport. When they play at home, they play in the home of every bidasotarra. Moyua is a leading construction company that, among other territories, has built quality homes and neighborhoods all across the Bidasoa area. The best sport and the best home, together. Moyua wanted to reposition and activate its brand, and the sponsorship agreement was a good starting point. In this case, a good match point.
In the overall brand-growth strategy phase we created a narrative platform: “living here, the best plan in the world.” And for this activation we adapted it to create bonds and common ground between the two brands: “Together, let’s make living in Bidasoa the best plan in the world.” And since a great plan is a planazo, we decided to turn the lines that mark out the home court of Artaleku, C.D. Bidasoa’s arena, into the lines that mark out the homes of every bidasotarra.
“Planazo” is the world’s first full-scale floor plan placed on a sports arena. That singularity turned the action into news, earning free coverage in different media — among them the Basque Country’s main TV news program and the leading print media (DV, Marca…) — and it even slipped into the Liga Asobal TV broadcasts.
For this project we also created, supervised and executed a launch event to add value and creativity to the campaign as a whole.
Coordination, execution and supervision of the campaign media plan across the digital ecosystem. An activation plan for the brand that turned into a planazo — one great plan.
Total estimated earned audience: +500,000 impressions. Estimated return value: +€33,169. Website visits increased by 631%, going from 1,252 to 7,911 — 6,659 more visits. Views grew by 1,897%, reaching 43,826 views (from a previous average of roughly 2,300 views). The number of unique users visiting the website also multiplied. By 832%.
“Truly extraordinary work with the Moyua action at the Artaleku arena. Spectacular.”
