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MOBILIZING THE 12TH MAN

基本信息
行业: 文化、娱乐与运动
媒体:推广与活动
投放:突尼斯
风格: Minimalism
说明cnen
Describe the brief from the client
2 years after the Arab Spring, tension amongst the Tunisian remained. For security reasons, the Government decided that all professional Football League games had to be played without any audience in stadiums. Forcing teams and fans into a frustrating long distance relationship.

At the end of a football season with average results, Tunis team C.S Hammam-Lif faced a critical situation. Ties with their fans had eroded. And the most important game of the year approached: the deciding moment whether C.S Hammam-Lif stayed in the league or not. More than ever, the team needed the support of their fans.

Promotion Development
To re-activate the fans, we gave them a powerful tool. A mobile Application that enables them help win the game: The 12th Man App. The application connects fans to 40 giant speakers placed inside the stadium during the game and allows them to support their team inside the stadium while watching the game live on TV.

A simple tap on icons is instantly turned into powerful support: cheering, clapping, drumming, singing... The more people press the icons, the louder the sound in the stadium.

Results
The 12th Man app not only enriched people's football experience, it turned back thousands of fans into powerful support for their team. Energized by this support, C.S Hammam-Lif won by 1-0, securing their place in the league. In a stadium with the capacity of 12.000, the app brought together 93.100 fans, with 1.2 million others watching the game. A virtual experience became real and turned football into a real event again. Finally, it made Headline news.
If you’re a football fan, you can probably agree: the 12th man app saved every fan’s meaning of life.

Relevancy to Product/Service
Through re-inventing the football experience, we bypassed an unsolvable problem and reconnected fans with their team. With their mobile, they could do what they were not allowed to do anymore: cheer and be instrumental in their team's success.

The 12th man app turned phones, which were only used to talk about games, into a tool to influence the result of the game. By linking fans to stadiums, we empowered them again. C.S Hammam-Lif showed its fans how important they are by keeping them involved in the game in difficult times and against all odds.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
设计:
制作公司:
制片:
导演:
音效设计:
其他职位:Vice-President: Fadhel Ben Hamza
Integretion Developer: Bilel Saoudi
Developer Engineer: Aref Ben Saad/Issam Babchia
Project Manager: Ghazi Triki
Manager: Mehdi Larguech/Med Habib Mesbah
Business Director: Mouna Ben Hammouda
Managing Director: Syrine Cherif
Conceptualizer: Mehdi Lamloum
Creative Team: Sascha Kuntze, Sascha Kuntze, Alexandre Chaulet, Alexandre Chaulet, Leo Ehrlich, Leo Ehrlich, Gerald Heraud, Gerald Heraud, Yosri Mimouna, Yosri Mimouna
Programmer: Mehdi Larguech, Mehdi Larguech
奖项
D&AD 2014
年鉴奖 在线广告
Tactical Outdoor Advertising
The One Show 2014
铜铅笔 数字直效
Mobile
The One Show 2014
优秀奖 体验性广告
Events and Competitions
Dubai Lynx Awards 2014
大奖 Branded Content & Entertainment
Special Events And Stunt/Live Advertising
Dubai Lynx Awards 2014
大奖 促销与活动
Mobile Applications & Other Downloadable Tools
Dubai Lynx Awards 2014
金奖 Branded Content & Entertainment
Best Use or Integration of Experiential Events
Dubai Lynx Awards 2014
金奖 媒介应用
Corporate Image & Information
Dubai Lynx Awards 2014
金奖 移动
Best Use of Digital PR
Dubai Lynx Awards 2014
金奖 户外
Interactive Outdoor Experiences
Dubai Lynx Awards 2014
金奖 公关
Integrated
Dubai Lynx Awards 2014
银奖 Branded Content & Entertainment
Digital Media (Including Internet, Mobile Devices, etc)
Dubai Lynx Awards 2014
银奖 整合营销
Digital Media in a Promotional Campaign
戛纳国际创意节 2013
银奖 媒介应用
Best Use of Audio
戛纳国际创意节 2013
银奖 移动应用
Other Technology for Mobile
戛纳国际创意节 2013
银奖 移动应用
BEST INTEGRATED CAMPAIGN LED BY MOBILE
戛纳国际创意节 2013
银奖 户外
Stunts & Live Advertising
戛纳国际创意节 2013
银奖 推广
Best Use of Other Digital Media in a Promotional Campaign
戛纳国际创意节 2013
铜奖 内容与娱乐营销
Best use or integration of digital or social media
伦敦国际广告节 2013
银奖 非传统类型
Interactive Installations
伦敦国际广告节 2013
铜奖 非传统类型
Live Events - Beyond Advertising
伦敦国际广告节 2013
铜奖 非传统类型
Sports
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