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The Match

基本信息
投放:德国
风格: Minimalism
说明cnen
Brief Explanation
The promotion brought supporters of traditionally rival Bundesliga teams together in an unusual way. Thus fans without a stadium ticket were able to jointly watch the match Werder Bremen vs Hamburgers SV live – but only by a Bremen supporter and a Hamburg supporter teaming up. Sky is the Pay TV channel in Germany broadcasting all Bundesliga matches live and exclusively. Sky communicated its Pay per View product offering within its original target group and made them a specific offer at a reduced price.
Client Brief Or Objective
The "Nordderby", the Bundesliga match Werder Bremen versus Hamburger SV, was a high-risk match. For hardly any other match the divisions between the fans are deeper and the tickets more sought-after. The task consisted of running a promotion communicating the football offering of the Pay TV channel. Goal of the promotion was to enable fans without a stadium ticket to watch the match live. It was intended to have a de-escalating effect in a tense environment and put the spotlight on the love of football. By providing opposing fan groups with a strong incentive to watch the football match together.
Outcome
"The Match" was one of the trend topics on Twitter and Facebook. National football blogs, daily newspapers and TV channels reported on the promotions, overall the promotion generated an unpaid media volume of about 5.1 million Euros. Not least because of that the number of subscribers of the Sky football packages increased significantly after the promotion to 7.8 percent compared to the previous year. Already after the match the participants of the promotion were able to subscribe to the Sky football offer for a reduced price and sign up for the Sky newsletter. The emotional result of the promotion was most important: Divisions between opposing fans were bridged, the joint viewing experience was more important than traditional rivalries. The winner was the love of football.
Relevancy
With the Sky promotion "The Match" we used innovative technology to bring together fans of opposing teams to jointly enjoy viewing their 'Nordderby', These were the rivalling supporter groups of Bremen and Hamburg. The promotion was on the 19th April 2015 outside of the stadium – from 3 hours before the kick-off until the end of the match. Mobile promotion teams wearing the colours green (Bremen) and blue (Hamburg) directly addressed fans who were looking for tickets for the sold-out derby. Via a QR Code our target group got to a mobile microsite which enabled them to screen one half of the screen respectively onto their mobiles: Bremen fans the left, Hamburg fans the right half of the screen. In order to be able to watch the complete match, opposing fans had to pair up and place their mobiles next to each other. Only then they could watch the match full-screen.
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其他职位:Creative Producer: Anett Gruenbeck
Creative Producer: Nicola Boehm
Agency Producer Film: Roman Prochnow
Screendesign: Damian Sturm
Creative Innovation Manager: Lorenz Langgartner
Creative Innovation Manager: Franz Roeppischer
Programmer: Niels Verhaag
奖项
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铜铅笔 移动应用
Consumer - Applications & Sites / Media, Entertainment & Leisure
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优秀奖 用户界面/交互
Consumer - Mobile / User Experience
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入围 直效
Use of Mobile Marketing
戛纳国际创意节 2015
入围 直效
Publications & Media
戛纳国际创意节 2015
入围 推广活动
Publications & Media
戛纳国际创意节 2015
入围 推广活动
Use of Digital Advertising in a Promotional Campaign
戛纳国际创意节 2015
入围 推广活动
Sponsorship or Partnership Campaigns
The One Show 2014
铜铅笔 直效
Consumer - Digital / Mobile
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