2011 Winners & Shortlists

Results and Effectiveness

People actually stood in line to put on the glasses and view the poster from different angles, often gesturing with delight as they did so. And after previously receiving almost no inquiries about the commentary competition, STC branch staff said they were being asked about it "at least ten times a day", prompting STC to request new layouts of the poster. In addition, visits to the competition site increased by 15% in the days immediately following the release of the posters.

Creative Execution

We created large posters with images of the most famous Man U and Real players, taken at a private shoot, and printed them in 3D format. We hung the posters in STC branches and put a tray under each poster containing 3D glasses. When the viewer put the glasses on, they saw the players in 3D form, feeling as if he or she were right next to them on the pitch. The headline read "Commentate, vote, and win" with the URL of the competition site. The tagline was "Sport is our game".

Insights, Strategy and the Idea

In a country of football infatuation and die-hard fans, STC wanted to strengthen its positioning as the primary football content provider while at the same time reflecting its modernity and alignment with the latest technologies. STC had a partnership with Mancherster United and Real Madrid as the exclusive telecom partner which enabled it to use the images of those teams' players and conduct its own shoots. At the same time, 3D technology was just being introduced in the local market and had created much hype and interest due to the level of realism it offered. We thought about combining both football and 3D technology for the first time in a single execution which both supported an online football commentary competition STC was running, and brought the stars "closer than ever" to their fans.