C. S. HAMMAM-LIF Case study MOBILIZING THE 12TH MAN [Video], 1 by Memac Ogilvy Label Tunis

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MOBILIZING THE 12TH MAN [Video], 1

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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
Producer Imed Marzouk, David Zellerford
Editor Rockland Bazemore
Released May 2013

Awards

Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best non-fiction program, series or film where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s) Bronze

Credits & Description

Type of entry: Branded Entertainment
Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or entertainment show around a product(s) or brand(s)
Advertiser: C. S. HAMMAM-LIF
Client: C.S Hammam-Lif
Product/Service: FOOTBALL CLUB
Agency: MEMAC OGILVY LABEL TUNISIA Tunis , TUNISIA
Assistant Editor: Malek Chatta (Propaganda Productions)
Music Composer: Cris Velasco (Monarch Audio)
Executive Producer: Ted Robbins (Chromista)
Executive Producer: Sandy Haddad (Chromista)
Sound Mixer: Ken Meyer (Eyepatch Productions)
Editor: Rockland Bazemore (Eyepatch Productions)
Producer: Imed Marzouk (Propaganda Productions)
Executive Producer: Doug Scott (Ogilvyentertainment)
Producer: David Zellerford (Ogilvyentertainment)
Director: Xavier Mairesse ()
Copywriter: Sascha Kuntze (Memac Ogilvy Label)
Conceptualizer: Mehdi Lamloum (Memac Ogilvy Label)
Executive Creative Director: Nicolas Courant (Memac Ogilvy Label)
Describe the campaign/entry
2 years after the Arab Spring, tension amongst the Tunisian remained. While the media are relatively free now, the Government still restricts public gatherings for security reasons.
This lead to a decision 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 with their team.
Results
At the end of a football season with average results, Tunis team C.S Hammam-Lif faced a critical situation. Because of the ban, 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 to straighten its relationship with its fans and get their support for the game of the year.
To prove to them they were still an active part of the team, we made a documentary out of them.
But not just some random documentary. We made an experience and captured it on film.
We gave our fans a tool that enabled them to have a direct influence on the team's results.
A mobile app called the 12th Man, connecting them to 40 speakers inside the stadium and allowing them to cheer, clap, sing and more - while watching the game live on TV.
A simple tap on sound icons was instantly turned into powerful support. The more fans pressed, the louder the sound in the stadium.
Finally, the experience revealed the fans's support was instrumental in helping the team win the game.
The short documentary was then released on Tunisia's most watched Football TV show. And Hammam-Lif proved to all Football passionates that its fans were its most valuable asset keeping them involved against all odds.
Considering the success in earned media of the Live Event the documentary is about, we just needed a press release campaign to announce the film of the 12th Man was available online. The campaign targeted all Tunisian Sports media: press, magazines, TV and Radio shows.
We also targeted football fan forums and Football Facebook pages while C.S Hammam-Lif official medias posted the documentary on their official medias platforms.
The film was seen by over 1 million people when it was broadcasted on National TV's most popular football show: Dimanche Sport. It was then released online.