C. S. HAMMAM-LIF Digital, DM, Case study MOBILIZING THE 12TH MAN [Video], 2 by Memac Ogilvy Label Tunis

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Industry Sports Teams & Events
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market Tunisia
Agency Memac Ogilvy Label Tunis
Executive Creative Director Nicolas Courant
Copywriter Sascha Kuntze
Released May 2013


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
Branded content & entertaiment lions Branded Entertainment; Best use or integration of digital or social media Bronze

Credits & Description

For security reasons, the Tunisian Government decided that all Professional Football League games would be played without any audience in the stadiums. After average results throughout the season and with the year's most important game approaching to decide whether C.S Hammam-Lif stayed in the league or not, the club needed the support of their fans. To reconnect the fans with the Club, Memac Ogilvy Label, Tunisia allowed supporters to cheer for their team without being in the stadium. With a downloadable mobile application that connects every fan to 40 giant speakers placed inside the stadium during the game: The 12th Man app.The app enables fans to support their team inside the stadium 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 fans press on the icons, the louder the sound in the stadium. The 12th Man app not only enriched people's football experience, it turned back thousands of fans into powerful support for their team. Energized by this support, 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.
Mobile URL: http://www.ella3ib12.com/
Entry URL: https://play.google.com/store/apps/details?id=air.com.atelier216.the12thman.cshl
Category: Public interest
Media: Online
Category: Recreation & Leisure
Client: C.S Hammam-Lif
Brand: CS Hammam-Lif
Agency: Memac Ogilvy Label, Tunisia
Country: Tunisia
Executive Creative Director: Nicolas Courant
Copywriter: sascha kuntze
Agency Producer: Bedis Benamor
Agency Producer: Ali Abdennadher
Agency Producer: Zied Ben Zlaoui