Brand | OOREDOO GROUP |
Product/Service | TELECOMMUNICATIONS |
Entrant | HAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Social for Mobile |
Entrant Company
|
HAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
HAVAS WORLDWIDE - MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
UM MENA Doha, QATAR
|
Creative Execution
Through an interactive mobile campaign, #FansDoWonders connected the world to the PSG team
Our content calendar on social media housed videos of players encouraging fans to engage with them. We used this content together with online banners to lead people to the campaign microsite. Where it all came alive.
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. Adding further weight to our mobile content usage.
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 mobile-friendly 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.
When Ooredoo formed their partnership with French football club Paris St 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 mobile technology to break down those distance barriers – through social channels such as Facebook and Twitter, online videos and live stadium messaging.
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. Which fit in nicely with Ooredoo’s marketing and communication objectives of breaking the barrier of distance and connecting with people through technology.
Credits
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 |
Ciaran Bonass |
Havas Worldwide Middle East |
Executive Creative Director |
Mohammed Ajawi |
Havas Worldwide Middle East |
Client Services 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 |
Links
Mobile URL