2014 Winners & Shortlists

MOBILIZING THE 12TH MAN

Gold
Client/BrandC. S. HAMMAM-LIF
Product/ServiceFOOTBALL CLUB
EntrantMEMAC OGILVY LABEL TUNISIA Tunis , TUNISIA
Type of EntryIntegrated
Entrant Company MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
Advertising Agency MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA

The Campaign

2 years after the Arab Spring, tension amongst the Tunisian remained. For security reasons, the Government restricted public gatherings. It was decided that all professional Football League games had to be played without any audience in stadiums. Forcing teams and their 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. The team needed a way to master this situation and to re-activate its supporters. So we resurrected the 12th man and brought him back into the stadium. With a downloadable mobile application that connects every fan to 40 speakers placed inside the stadium: the 12th man app.

Success of the Campaign

The 12th man app immediately found its natural place into fan's hands, who used it to influence the result of the game: energized by the support of their fans, C.S Hammam-Lif won by 1-0, securing their place in the league. By integrating the most popular screens TV and Mobile during a Live Event, The 12th Man not only re-invented football and created a new exciting viewing experience, it empowered fans again. 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, The 12th Man app made Headline news.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The 12th Man App enables fans to support their team inside the stadium while watching the game live on TV. A simple tap on sound icons is instantly turned into powerful support: cheering, clapping, drumming, singing... The more people press, the louder the sound in the stadium. Videos of players asking their fans for support were posted on the Club's official medias. A PR campaign allowed the 12th Man to be talked about in all Tunisian Sports and Tech medias: press, magazines, TV and Radio shows. A Demo film of the app was also posted online targeting fan forums and Facebook pages. By virtually booking a seat on the app, the info was shared on first users social media timelines. Finally, the National TV made a special coverage just before the game starts. Live commentaries during the game also drove new users to the app.

Credits

Name Company Position
Nicolas Courant Memac Ogilvy Label Executive Creative Director
Mehdi Lamloum Memac Ogilvy Label Copywriter
Sascha Kuntze Memac Ogilvy Label Copywriter
Gerald Heraud/Leo Ehrlich/Alexandre Chaulet/Niv Banhiamad/Yosri Mimouna Memac Ogilvy Label Graphic Designer
Syrine Cherif Memac Ogilvy Label Managing Director
Mouna Ben Hammouda Ogilvyaction Tunis Business Director
Bedis Benamor Memac Ogilvy Label Agency Producer
Mehdi Larguech/Med Habib Mesbah Atelier 216 Manager
Ghazi Triki Atelier 216 Project Manager
Mustapha Boussabat Atelier 216 Sound Engineer
Aref Ben Saad/Issam Babchia Atelier 216 Developer Engineer
Bilel Saoudi Atelier 216 Integretion Developer
Ali Bhiri Atelier 216 Graphic Designer
Doug Scott Ogilvyentertainment Executive Producer
David Zellerford Ogilvyentertainment Agency Producer
Imed Marzouk Propaganda Productions Producer
Xavier Mairesse Director
Ted Robbins/Sandy Haddad Chromista Executive Producer
Fadhel Ben Hamza C.S Hammam/Lif Vice/President
Atelier 216 Additional company