2014 Winners & Shortlists

MOBILIZING THE 12TH MAN

Grand Prix
Client/BrandC. S. HAMMAM-LIF
Product/ServiceFOOTBALL CLUB
EntrantMEMAC OGILVY LABEL TUNISIA Tunis , TUNISIA
Type of EntryMobile
CategoryMobile Applications & Other Downloadable Tools
Entrant Company MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
Advertising Agency MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
Advertising Agency 2 OGILVYACTION TUNISIA Tunis, TUNISIA

Brief Explanation

This is how a mobile app turned sport back into an event: 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 their fans into a frustrating long distance relationship. At the end of a football season with average results, Historical 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 really needed its fans back. Idea: We created the 12th Man App and brought back fans into the stadium. The 12th Man is a downloadable mobile application that connects every fan to 40 speakers placed inside the stadium. The app enables them to support their team 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 the result of the game. By integrating the two most popular screens (mobile and TV) during a live event and linking fans to stadiums, we empowered them again. Vice versa, the app gave C.S Hammam-Lif the support it needed to win the crucial game and positioned the club as one that truly cares about its fans, keeping them involved in the game against all odds. A virtual experience turned real and made football an event again. Results: The 12th man app made Headline news. 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.

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
Links
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