Opap Promo, Case study MATHE CLICK by Leo Burnett Athens

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MATHE CLICK

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Industry Lottery & Gambling
Media Promo & PR, Case study
Market Greece
Agency Leo Burnett Athens
Creative Director Giannis Sorotos
Copywriter Vassilis Kleisouras, Andreas Dimitroulas
Released December 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: OPAP (NATIONAL LOTTERY OF GREECE)
Product/Service: NATIONAL LOTTERY
Agency: LEO BURNETT ATHENS
Date of First Appearance: Dec 1 2010
Entrant Company: LEO BURNETT ATHENS, GREECE
Entry URL: http://www.youtube.com/watch?v=Oad2X3EwKdk
Creative Head: Andreas Grigoriadis (Leo Burnett)
Creative Director: Giannis Sorotos (Leo Burnett)
Copywriter: Andreas Dimitroulas (Leo Burnett)
Copywriter: Vassilis Kleisouras (Leo Burnett)
Art: Nikos Adriopoulos (Leo Burnett)
Art: Paris Godenopoulos (Leo Burnett)
Art: Vassilis Papadopoulos (Leo Burnett)
Digital: Eric Parks (Leo Burnett)
Digital: Dimitris Hasapakis (Leo Burnett)
Web Designer: Zissis Bellas (Leo Burnett)
Digital Account: Takis Zafeiropoulos (Leo Burnett)
Group Account Director: Vageris Tsaras (Leo Burnett)
Account Director: Alexis Koubis (Leo Burnett)
Digital: Periklis Vanikiotis (ATCOM)
Digital: Kostas Thetokas (ATCOM)
Media placement: Online Live Game - Facebook - 1 December 2010

Insights, Strategy & the Idea
OPAP is the National Lottery of Greece and a trusted brand among older audiences but experiences a lack of loyalty among younger users.
OPAP identifies its values as entertainment, competition, fun, reward. Given the values involved and our target audience, Facebook allowed the best way to leverage our message.
The key insight was that as social media usage habits calcify, users need to be shocked and shaken from their habits. Beyond great content it’s therefore important that the message itself innovates in usage. The more Facebook has become a place, the more the need to show that there are different paths in this social media garden. The optimal path provides users with glimpses of the future of social media interactions.
Consequently, and given OPAP’s tradition of live games and competition, we treated Facebook as a live broadcast channel by creating the first live streaming trivia game show on Facebook.

Creative Execution
Through a specially developed Facebook application every Wednesday afternoon at 8 pm, 300 players were drawn live from a pool of thousands.
300 played live while thousands more experienced the game as viewers.
The Game’s name is Mathe Click which translates as “learn to click.”
Mathe Click is a live video streaming trivia game show played on Facebook and consisting of 10 questions. Each episode lasted on average 25 minutes.
We chose a famous TV personality as our presenter who also had live chat sessions during the game with random players.
Viewers and players could see if any of their own Facebook friends were still in the game or watching creating a live studio effect.
This completely new format challenged players’ notion of what Facebook is. Facebook became an almost physical space they came to meet friends, play and interact live via video with a famous personality.

Results and Effectiveness
Without any media spend the game had over 50,000 applications to play per episode.
The time on site experience averaged an astounding 22 minutes.
Importantly for OPAP 78% of all players were in the 18-34 categories. 90% of applicants watched the whole show. 12 episode run was extended to 16 episodes and a second season will commence in May.
During the 90 days of the game 10 million posts were seen and nearly 13,000 comments made on the game’s facebook page.
YouTube views of past episodes had over 100,000 views within 30 days.