2016 Winners & Shortlists

FANS DO WONDERS

BrandOOREDOO GROUP
Product/ServiceTELECOMMUNICATIONS
EntrantHAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryUse or Integration of User-Generated Content
Entrant Company HAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Contributing Company HAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Agency UM MENA Doha, QATAR

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.

Credits

Name Company Role
Claire Mattei Ooredoo Group Senior Director of Marketing Operations
Marwen Ben Messaoud Ooredoo Group Digital Marketing and Communications Manager
Piero Poli Havas Worldwide Middle East General Manager
Mohammed Ajawi Havas Worldwide Middle East Client Services Director
Ciaran Bonass Havas Worldwide Middle East Executive Creative Director
Dina Bsharat Havas Worldwide Middle East Account Director
Charlotte Courteville Havas Worldwide Middle East Senior Digital Project Manager
Aakreit Sachdeva Havas Worldwide Middle East Interactive Sr Art Director
Rabah Katteri Havas Worldwide Middle East Interactive Designer
Sylvana Maalouf Havas Worldwide Middle East Graphic Designer
Yasmina Hatem Havas Worldwide Middle East Copy Writer
Hayley Hilton Havas Worldwide Middle East Social Media Director
Amir Daou Havas Worldwide Middle East Senior Social Media Executive
Jerome Conde Havas Worldwide Middle East Front End Development Manager
Kamal Elagha Havas Media Middle East Data and Analytics Director
Mayte Fernandez UM Qatar Strategy Director
Catarina Moedas UM Qatar Digital manager