2014 Winners & Shortlists

Results and Effectiveness

The 12th Man allowed the Club to turn its fans back into powerful support: just through the technology of mobile. Energized by the support of their fans, 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, the app made the headline news.

Creative Execution

We used the one device fans are never without: their mobile phones. The 12th Man is a downloadable mobile app that connects fans to 40 speakers placed inside the stadium during the game. The app enables them 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. The 12th man app turned phones, which were only used to talk about games, into a tool to influence them. Integrating the 2 most popular screens (TV and Mobile) during a Live Event and linking fans to the stadium, the app not only created a new exciting viewing experience, it empowered supporters again. Vice versa, the app also gave C.S Hammam-Lif the support it needed to win the crucial game.

Insights, Strategy and the Idea

2 years after the Arab Spring, tension amongst the Tunisian remained. For security reasons, the Tunisian 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 engage with its fans.