Allianz Digital Amateur Replay, 2 by Ogilvy & Mather Singapore

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Amateur Replay, 2

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Industry Insurance, Mobile applications
Media Digital, Interactive & Mobile
Market Singapore
Agency Ogilvy & Mather Singapore
Production The Prosecution Film Company
Released November 2016

Awards

LIA Awards 2017
Digital Apps Silver Winner

Credits & Description

Entrant: Ogilvy & Mather Singapore, Singapore
Brand: Allianz Insurance
Corporate Name of Client: Allianz
Client Account Director: Eike Buergel
Agency Account Directors: Chelsea Radford/Andrea Vennhaus
Agency Account Manager: Kaylie Ong
Agency Planning Director: Owen Dowling
Agency Planner: Faraaz Marghoob
Agency: Ogilvy & Mather Singapore, Singapore
Chief Creative Officer: Eugene Cheong
Executive Creative Director: Nicolas Courant
Creative Director: Ross Fowler
Senior Copywriter: Fabio Montero
Copywriter: Augustus Sung
Art Director: Marcos Gemal
Head of Production: Alvin Chin
Agency Producer: Justine Hazlett
Creative Technologists: Chandra Barathi/Marc Violo
Production Company: The Prosecution Film Company, Singapore
Director: Roslee Yusof
Executive Producer: Aundrea Bligh
URL: http://www.our-work.info/allia...
Synopsis:
Football is a pretty big deal for Allianz. They sponsor some of the biggest stadiums in the world – the Allianz Arena in Munich, the Allianz Park in London and the Allianz Riviera in Nice, to name a few. Over the years, Allianz has become more than just an insurance company; they’ve become a household name in professional football. As part of their commitment to the game, Allianz also gives young amateur players from every continent the opportunity to train together and meet their idols at their yearly Allianz Junior Football Camp. But unlike their massive popularity in professional football, they have yet to establish that kind of foothold in the less talked-about world of amateur football. The task was to come up with an innovative solution that would help Allianz elevate their reputation in the space of amateur football and grow its overall brand equity in the world’s favorite sport.
Our target audience was amateur footballers who play at least once a week at their local pitch. They are young, active and digitally savvy folks who spend huge amounts of time on social media and on their phones. Our secondary audience was their parents, who watch them on the sidelines. Over eight weeks, we conducted a qualitative study with some 30 amateur football teams (approx. 750 youth players) across Asia and discovered an alarming insight - 87% of players were motivated by the opportunity to impress the people who are watching them. 92% of parents we managed to interview have tried capturing their child’s best moments on the pitch, but admitted to the difficulty of predicting these fleeting moments. The findings helped shape the idea - an automated recording system that captures every goal on video, giving players something they want to share and brag about outside of the pitch.
We created the Allianz Amateur Replay (AAR) – the first-ever automated recording system for amateur footballers. The AAR is an innovative tool comprising multiple devices connected in an ecosystem: twin cameras that constantly record both halves of the field, accelerometer-embedded sensors that are fitted onto the nets and an AAR mobile web app that players had to register/log in to before their match. Every time a goal is scored, the sensor on the net detects unique motion and pings the corresponding camera to log the last 20 seconds of footage, which is sent directly to the players’ registered email addresses. They could then share these videos on their social media as branded user-generated content, giving them something to brag about.
The AAR needed to be easily deployed at any location. It was designed to be modular so it could be situated outside of a contained space without affecting gameplay, yet be able to fit through nets surrounding these spaces for unobstructed recordings. Branded display boards ensured all footage created and shared had the Allianz branding. We launched with a 3-month pilot phase during which a total of 20 AAR recording systems were deployed in popular pitches in major cities including Munich, Bangkok, Singapore, Taipei and Seoul (4 in each city). This allowed us to gauge public interest and make any enhancements to improve user experience of the technology. Subsequently, we deployed the AAR at Allianz Junior Football Camps across 37 countries in late 2016. A YouTube channel housed all the user-generated content, which we then used to create weekly “Top 5” compilations that people shared. The most popular videos were also displayed on outdoor digital billboards, giving players their 20 seconds of fame.
The AAR was a big hit with the amateur footballing community. Close to 13,500 video clips (with Allianz branding) have been shared across popular social media channels – that’s 75 hours of branded user-generated content. Some of the biggest names in world football tweeted about the AAR. A total of 2.8 million online impressions were earned for the brand. Pitch owners from 8 different countries enquired about the AAR. It was later deployed at Allianz Junior Football Camps across 37 countries.