2014 Winners & Shortlists

MOBILIZING THE 12TH MAN

Silver

Case Film

Presentation Board

BrandC. S. HAMMAM-LIF
Product/ServiceFOOTBALL CLUB
EntrantMEMAC OGILVY LABEL TUNISIA Tunis , TUNISIA
CategoryDigital Media in a Promotional Campaign
Entrant Company MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
Advertising Agency MEMAC OGILVY LABEL TUNISIA Tunis, TUNISIA
Advertising Agency 2 OGILVYACTION TUNISIA Tunis, TUNISIA

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or 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.

Credits

Name Company Role
Nicolas Courant Memac Ogilvy Label Executive Creative Director
Mehdi Lamloum 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
Sascha Kuntze Memac Ogilvy Label Copywriter