Cervezas Victoria celebrates the latest la Roja title with the “¡Campeones! El efecto Pigmalión funciona” spot
The campaign highlights the fact that science works and that those beliefs or expectations that a person has of another influence their performance
Within the framework of the celebration of the Spanish national team's European title, Cervezas Victoria has launched “¡Campeones! El efecto Pigmalión funciona”, dedicated to the team and the fans. This spot highlights the fact that science works, and that just like sports psychologist Patricia Hernández expressed, “If we tell the players that we believe in them, we will be closer to achieving victory.” And that is exactly what happened.
During the competition, and in key moments, Cervezas Victoria was able to deliver the messages of support recorded by the fans and collected on a playlist, to the players. To that end, the brand set up a hall at the hotel where the team stayed in Germany and from which the players heard the messages sent by the fans, as well as the voices of Olga Carmona, Irene Junquera or Luis Aragonés, among others, cheering them on.
Additionally, Victoria launched “El himno de la victoria” on social,media, in order to convey encouragement, strength and energy with a selection of messages that were extracted from www.laplaylistdelavictoria.com before the final against England. This song, dedicated to the national team, was created using AI analysis tools, selecting a musical genre preferred by the team and synthesizing it into a unique style. Once defined, a special musical post-production team obtained the desired result. This anthem can be heard on Spotify and on @cervezasvictoria’s social media.
Listen to “El himno de la victoria”
