11FREUNDE. 1LOVE.
- Jan 29, 2009
- 1 min read
When Germany’s most respected football magazine, 11FREUNDE, approached ROBOT, the brief went far beyond a visual redesign. The goal was to create a strategic platform capable of uniting image-building and tactical communication under one authentic brand idea — passionate, credible, and on the same wavelength as its readers.
Our insight was simple: 11FREUNDE continually uncovers the stories that explain why football is loved far beyond all reason. We believed the magazine’s communication should do exactly the same.
ROBOT created the claim 11FREUNDE. 1LOVE. and turned it into the foundation of an integrated campaign celebrating the passion of real football fans. Across print advertising, outdoor campaigns, digital media, subscription marketing, merchandising, and event communications, the campaign captured the emotional bond between supporters and the game, inspiring readers to become part of the story themselves.
The response exceeded all expectations. Media value increased significantly, while the campaign generated widespread attention throughout the football community. Germany’s largest newspaper, BILD, turned our featured Fortuna Düsseldorf kit manager into an advertising icon, and several football clubs requested the campaign films for use inside their stadiums. Merchandise sold so quickly that demand repeatedly outpaced production capacity.
Most importantly, the results spoke for themselves. In a declining magazine market, 11FREUNDE increased circulation by 10 percent year-on-year. The Bundesliga season preview issue promoted by the campaign reached a record print run of 250,000 copies — and sold out completely.
Ein Fancam im EM-Quartier von 11FREUNDE sorgte für jede Menge neuen Motive:
