2016 Winners & Shortlists

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.