This year’s Champions League Round of 16 draw was not kind to Paris Saint-Germain (PSG) fans. With the match against Real Sociedad falling on Valentine’s Day, February 14th, and for the 4th time in 7 years, PSG and football fans were faced with the ultimate dilemma: whether to watch the game or enjoy a romantic evening with their loved one.
With just 2 months to the match – and two weeks lost to Christmas and New Year – PSG worked with key partner, Accor Live Limitless (ALL), to develop and execute a campaign to save its fans from having to choose by allowing a couple to change time zone by flying across the Atlantic to enjoy the match in the afternoon and their Valentine’s Day dinner in the evening by entering a prize draw.
vALLentine’s day is a story of fan sacrificing his passion for the club to enjoy Valentine’s day with his beloved. Every year, his frustration grows and he comes up with more and more original ploys to try and sneak in and watch the match.
For such a low budget and short timeframe, the results exceeded expectations and helped increase awareness and drive better emotional connections with fans for PSG and ALL.
