2015 Winners & Shortlists

Creative Execution

During live matches, users submitted videos of themselves via Instagram and Twitter, commentating on games, celebrating goals, predicting results, sharing answers and opinions to questions asked by Allo beIN. A custom-built social-TV platform managed thousands of incoming user generated content and published the most entertaining crowd-sourced vignettes on-air. This allowed fans to become a part of iconic World Cup moments that generated as much buzz as the events themselves. We grew the community through further participation such as the “Top-10 Fan Videos” competition and “Ultimate Football Commentator”. With winners flying to Brazil to became part of the BeIN SPORTS broadcast.

We created a FIFA World Cup talent show that resonated with regional football fans forcing beIN Sports to shift the show from HD3 to primetime on HD1. 1) TV ratings for “Allo beIN”, witnessed a 100% month-on-month increase during and after the World Cup (data from Ipsos and Saudi CTV survey). 2) Instagram followers grew 152%, from 21,100 to 32,191 3) During the World Cup, we received over 55,000 user-generated multimedia submissions from across 50,000 viewers. This averages approximately 725 submissions per show The above KPIs were achieved completely organically utilizing the broadcast and the owned social pages only.

“Allo beIN” is a new television show, operating on beIN SPORTS lower ratings channel. They wanted to utilize the events of the FIFA World Cup to get closer to their audiences. Three main objectives: 1) Enhance TV ratings by 20% 2) Increase audience engagement with the broadcast and social pages. For each show, we aimed to receive 50-100 pieces of UGC 3) Increase number of Instagram followers by 30% The key insights around football fans: a) They consider themselves armchair experts b) They desire to be part of the World Cup The hype started building up well before any ball was kicked, and we tapped into online conversations happening around it. We picked up on trends, topics, and discussions that fans were excited about. These insights were fed to the TV producers to shift “Allo beIN’s” format, putting the fans in the spotlight, giving them their five minutes of fame.