2017 Winners & Shortlists

The Campaign

The campaign aimed to evoke feelings of nostalgia – most men as boys, will recall how they would save up to buy the latest branded sportswear worn by their sports icon. As children, we felt that buying and wearing gear associated with our favorite athlete, would magically transform our capabilities and empower us to be as good as the athlete wearing them. Given this insight, the big idea was to make the shoe the hero of the campaign The app was creatively customised for every individual’s preference team, player and interests. We associated players with shoes worn by them. 365Scores app was redesigned to keep this theme resonant with users, through strategic native content placements. We redesigned the scoreboard and integrated a shoe category – taking it a step further by changing the players' statistics to communicate the number of goals scored by players wearing specific branded/shoes.

Creative Execution

Score365 is an already existing and leading app in the MENA region covering all main sporting events giving real time detailed infographics about players and real-time notifications. Through our partnership with the app, we dominated the Euro Cup event in the app. It involved a lot of customization to ensure a seamless user experience. Over twelve different touch points were included, some of which were created exclusively for this campaign to increase engagement and maximize exposure. Taking into consideration the sensitivity of any football fan, REAL TIME PROGRAMMATIC CREATIVE OPTIMIZATION was implemented to ensure that the user experience was not undermined by the presence of material related to the opposing teams. The app was CREATIVELY CUSTOMIZED for every individual’s preference i.e. team, player and interests. REAL TIME PROGRAMMATIC CREATIVE OPTIMIZATION to ensure that the relevant SHOE creative/product was displayed once the score board was updated or the players' statistics were shown. Agility in this context was very crucial i.e. creatives would natively change by the second to ensure consistency with the live updates/content.

SIMPLE, OUT OF STOCK Client products categorized as ‘out of stock' in the 2nd week of the campaign, is a significant achievement for any agency and the most definitive way of measuring the success of a campaign execution. We were thrilled with feedback of the client’s success - Sun & Sand Sports and store went out of stock on shoes, jerseys and all related sports merchandise. 365Scores delivered 51 million impressions and 280K clicks at a CTR of 0.55%. The Sun & Sand Sports website observed an increase in traffic by 600%, an average user spent 2 min 10 seconds on the website. As compared to the previous month, the website observed an increase in online sales by 46% and 27% increase in store sales. The campaign had achieved an additional 15,327 organic fans on the Facebook brand page. 180 teams were registered vs the KPI of 60 teams.

Innovation means optimized creativity and results are the only measurement to the success of your innovation. Our idea was implemented for the first time in MENA and resulted in Out of Stock Euro Cup merchandise for the first time in the client's history. Our execution was based on customization and real time programmatic creative optimization integrated through publishers' content across platforms. Imagine you and million others carry the same mobile phone, use the same application, and watch the same match simultaneously but read content created exclusively for you, within the content that's only relevant to the subject that you're reading.