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ING - the Professional Fan

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.

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.

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