C. S. HAMMAM-LIF Case study MOBILIZING THE 12TH MAN by Memac Ogilvy Label Tunis

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MOBILIZING THE 12TH MAN

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Industry Sports Teams & Events
Media Case study
Market Tunisia
Agency Memac Ogilvy Label Tunis
Director Xavier Mairesse
Executive Creative Director Nicolas Courant
Copywriter Sascha Kuntze
Released May 2013

Awards

Cannes Lions 2013
Outdoor Lions Ambient; Stunts & Live Advertising Silver
Mobile Lions Best Integrated Campaign Led by Mobile Silver
Mobile Lions Creative Use Of Technology; Other Technology for Mobile Silver
Media Lions Use of Media; Best Use of Audio Silver
Promo and Activation Lions Use of Promo & Activation; Best Use of Other Digital Media in a Promotional Campaign Silver

Credits & Description

URL: http://ella3ib12.com/
Type of entry: Use of Media
Category: Best Use of Audio
Advertiser: C. S. HAMMAM-LIF
Product/Service: FOOTBALL CLUB
Agency: MEMAC OGILVY LABEL TUNISIA Tunis , TUNISIA
Vice-President: Fadhel Ben Hamza (C.s Hammam-Lif)
Director: Xavier Mairesse (Eyepatch Productions)
Executive Producer: Imed Marzouk (Propaganda Productions)
Executive Producer: David Zellerford (Eyepatch Productions)
Graphic Designer: Ali Bhiri (Atelier 216)
Integretion Developer: Bilel Saoudi (Atelier 216)
Developer Engineer: Aref Ben Saad/Issam Babchia (Atelier 216)
Sound Engineer: Mustapha Boussabat (Atelier 216)
Project Manager: Ghazi Triki (Atelier 216)
Manager: Mehdi Larguech/Med Habib Mesbah (Atelier 216)
Agency Producer: Bedis Benamor (Memac Ogilvy Label)
Business Director: Mouna Ben Hammouda (OgilvyAction Tunis)
Managing Director: Syrine Cherif (Memac Ogilvy Label)
Graphic Design: Gerald Heraud/Leo Ehrlich/Alexandre Chaulet/Niv Banhiamad/Yosri Mimouna (Memac Ogilvy Label)
Copywriter: Sascha Kuntze (Memac Ogilvy Label)
Conceptualizer: Mehdi Lamloum (Memac Ogilvy Label)
Executive Creative Director: Nicolas Courant (Memac Ogilvy Label)

Results and Effectiveness
The 12th man app made Headline news. Energized by the support of their fans, C.S Hammam-Lif won by 1-0, securing their place in the league. In a stadium with the capacity of 12.000, the app brought together 93.100 fans, with 1.2 million others watching the game. A virtual experience became real and turned football into a real event again.
If you're a football fan, you can probably agree: the 12th man app saved every fan's meaning of life.
Up next: the Tunisian Handball and Basketball League.

Creative Execution
We used the one device fans are never without: their mobile. And re-invented the football viewing experience to turn sport back into an event.
Through The 12th Man App, fans were connected to 40 speakers placed inside the stadium, enabling them to support their team while watching the game live on TV.
A simple tap on sound icons is instantly turned into powerful support: cheering, clapping, drumming, singing... The more people press, the louder the sound in the stadium.
The 12th man app turned phones, which were only used to talk about games, into a tool to influence them. Integrating the 2 most popular screens (TV and Mobile) during a Live Event and linking fans to the stadium, the app not only created a new exciting and engaging experience, it empowered supporters again and made them feel they were an active part of their team's success.

Insights, Strategy and the Idea
2 years after the Arab Spring, tension amongst the Tunisian remained. For security reasons, the Government restricted public gatherings.
As a consequence, it was decided that all professional Football League games had to be played without any audience in stadiums. Forcing teams and their fans into a frustrating long distance relationship.
At the end of a football season with average results, Tunis team C.S Hammam-Lif faced a critical situation. Ties with their fans had eroded. And the most important game of the year approached: the deciding moment whether C.S Hammam-Lif stayed in the league or not.
The team needed a way to master this situation and to engage with its fans.