2016 Winners & Shortlists

The Campaign

We saw an opportunity to use technology to break down the barrier of distance and bind people across those thousands of kilometres that separate them. To create a means by which the fans can be a part of the action – to do wonders – from a long way away #FansDoWonders connected the world to the PSG team – through an integrated and interactive campaign that gave football followers a direct and personalised experience with their PSG idols by enabling them to tweet messages of support to the players. Where rather than using Adobe Flash that came with restrictions, we created a system built upon Computer Vision and Machine Learning that layered live personal social data seamlessly and instantly across streaming video on mobile. So that each was produced on the spot with user interaction and can be loaded and played on any device. Enabling fans to watch their messages being read by a PSG player instantly. But our content didn’t stop there. Their cheers displayed in the stadium during matches – adding to the roar of 50,000 spectators and millions on television. Thousands of individual messages were made, each one brought to life in one rallying cry: #FansDoWonders. As the campaign grew, fans adopted the hashtag, and lit up the stadium with the team’s spirit in one universal voice. A selection of passionate fans were rewarded with a once-in-a-lifetime opportunity of meeting the PSG players themselves.

Ooredoo showed the world that distance can’t break down barriers through the love of football and brought every fan, voice and cheer to the Parc des Princes. All those voices made a difference: In 2014, PSG became the first team in French football history to win the four national titles. This campaign included a microsite, social media, online banners, print and TV. Ooredoo showed that fans, really do wonders: Results included: • 8,098 cheers sent. • 24,535 Twitter mentions • A 21% increase of new followers - reaching 110 million. • 13,261,135 YouTube views. • 115,424,742 Facebook reach. • 130,000 new fans – increase of 58%. • Total Facebook reach: From 4.8m to 118m, organic reach: From 223k to 867k. • Engagement levels increased 1000-fold, with some posts reaching 7.6m. • 1,081,977 website sessions – 52% of these sessions coming from mobile devices. • #FansDoWonders became a sign-off for worldwide cheers.