2017 Winners & Shortlists

REAL TIME HEROES

BrandSUN AND SAND SPORTS
Product/ServiceSPORTS MULTI PRODUCTS
EntrantGARAGE366 DMCC Dubai, UNITED ARAB EMIRATES
CategoryWeb Service / App
Idea Creation GARAGE366 DMCC Dubai, UNITED ARAB EMIRATES
Media Placement GARAGE366 DMCC Dubai, UNITED ARAB EMIRATES

The Campaign

For football fans, the game is primarily about teams they support hence a campaign may fail if a user’s rival team or players were presented to them. To overcome this, REAL TIME PROGRAMMATIC CREATIVE CONTENT OPTIMIZATION was implemented on the SCORE365 app to ensure the user's experience was not undermined by the presence of material related to the opposing teams. 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. Users were encouraged through social media to enter a a competition to replace there old shoes. 8,000 shoes were shared.

Creative Execution

Our execution ran over the full month of Euro Cup across different channels Mobile (Score365), Print (Sport 360), In-stores (Inside and Window Display) and was celebrated with the biggest football tournament managed by SSSports post the campaign. 180 teams participating from across different GCC markets to be the HEROES of the SSSports. The execution was one of its kind in the MENA region and the wide offering of SSSports being the biggest sports retail store in the region helped empower our execution by covering and amalgamating with the full mobile platform content. Football being the universal language played a major role in our strategy and execution to overcome the diversified population and make SSSports a store with a universal offering that meets HEROES from everywhere. In App social competition to fulfil our followers' dream by replacing their old shoes with the Euro cup shoes that was leading the score board.

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.

Our target audience are: 1. young 2. football fanatics 3. digital & tech savvy 4. multi screeners 5. online shoppers 6. on the go 7. novelty seekers Our prime strategy was based on how we can engage with our audience in a real time marketing execution and build a full integrated campaign that synergize all media elements ATL and BTL to create brand HEROES with SSSports offering. The core strategy was utilising the first screen today (Mobile) by minimizing the delay of 5 seconds TV screening and integrate our brand offering through real time content optimization and creative placement. Also as match scores are very important for app users, dominating the same was our key engagement tool to empower the brand with the wide offering we have. All stores' window displays were being changed every day based on Real Time matches.

Credits

Name Company Role
Ahmad Sabra Garage366 Managing Director
Links
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