SHEIKH by McCann Madrid for Asefa Estudiantes

SHEIKH

Pin to Collection
Add a note
Industry Sports Teams & Events
Media Print, Magazine & Newspaper, Digital, Interactive & Mobile
Market Spain
Agency McCann Madrid
Executive Creative Director Ricard Figueras, Santiago Lucero, Leandro Raposo, Pablo Stricker, Monica Moro, Pablo Colonnese
Creative Director David Fernandez The Cyranos
Art Director Juan Manuel Corbalan
Copywriter Roberto Ruiz
Released June 2012

Awards

Eurobest 2012
Media Travel, Entertainment, Leisure & Retail Bronze

Credits & Description

Type of entry: Product & Service
Category: Entertainment & Leisure
Advertiser: ASEFA ESTUDIANTES
Product/Service: BASKETBALL CLUB
Agency: McCANN ERICKSON SPAIN Madrid, SPAIN
Advertiser ASEFA ESTUDIANTES
Product BASKETBALL CLUB
Entrant McCANN ERICKSON SPAIN Madrid, SPAIN
Type of Entry: Product & Service
Category: Entertainment & Leisure
Title: SHEIKH
Advertiser/Client: ASEFA ESTUDIANTES
Product/Service: BASKETBALL CLUB
Entrant Company: McCANN ERICKSON SPAIN Madrid, SPAIN
DM/Advertising Agency: McCANN ERICKSON SPAIN Madrid, SPAIN

Chief Creative Executive: Leandro Raposo (McCann Madrid)
Executive Creative Director: Monica Moro (McCann Madrid)
Executive Creative Director: Pablo Colonnese (McCann Madrid)
Creative Director: David Fernandez (McCann Madrid)
Copywriter: Roberto Ruiz (McCann Madrid)
Art Director: Juan Manuel Corbalan (McCann Madrid)
Account Manager: Jesus Martinez Soria (McCann Madrid)

Describe the brief from the client
Maximise the number of club members through a clear-cut communication reminding people of the unique values that define the club.




Describe the creative solution to the brief/objective.



All of the sports websites, forums, magazines and online news desks spread a rumour: a Syrian Sheik was coming to buy Estudiantes.

The rumour didn't take long to reach an extremely riled fan base that, in defence of the club's values and tradition, were totally indignant and in fear of losing them forever. The rumour didn't take long to hit the headlines following statements made by the club's president and after an official statement published in Estudiantes’ official website.

It was the 'Syrian Sheik' himself who was tasked with revealing the true nature of the campaign.




Describe the results in as much detail as possible.



The immediate objective was achieved which was to provoke a strong sense of rejection of the idea of a club which, with 60 years of history on its back, was prepared to sell its sporting assets in exchange for mere business interests. This awoke a feeling of belonging from a fan base which had dozed off over the years and as a result had stopped renewing their membership for a number of different reasons. 21% increase in new members of which 40% were returning to the club.




Estudiantes campaigns are beginning to make a name as a 'classic' in the world of basketball just as Atletico de Madrid’s campaigns are for football. Their campaigns are acknowledged, admired, followed and eagerly anticipated by fans and the general public. The more appealing, surprising and fun the campaign, the better the results.