2016 Winners & Shortlists

Creative Execution

Through an interactive and integrated campaign, #FansDoWonders connected the world to the PSG team. Beginning with TV, print and outdoor where fans were invited to join in. A content calendar on social media housed social videos of players encouraging fans to engage. Together with online banners that led people to the campaign microsite. #FansDoWonders enabled fans to tweet messages of support to the players. Combined with real-time video playback, the mobile-friendly microsite also generated unique videos, enabling each fan to watch his own message being read by a PSG player. The winning cheers were then displayed in the stadium during matches.

Ooredoo showed the world that distance can’t break down barriers through the love of football. Those voices made a difference: In 2014, PSG became the first team in French football history to win the four national titles. 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. • #FansDoWonders became a sign-off for worldwide cheers.

When Ooredoo formed their partnership with French football club Paris Saint-Germain, they saw it as more than just a football sponsorship. But an opportunity to show people that they don’t just buy data – but something much more powerful. Football is a great passion that unites people for all over the world. But there lies the problem of distances. We saw the opportunity for technology and it’s various channels to break down those distance barriers. With social channels such as Facebook and Twitter, online videos and live stadium messaging - means by which the fans can be a part of the action. Our idea was to give football followers a direct and personalised experience with their PSG idols. And demonstrate that a tweet is not just 140 characters but a powerful tool to simply do wonders – through an interaction with the stars that would not normally be possible.