SKY DOESN'T KNOW FOOTBALL by DDB Hamburg for T-Mobile

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SKY DOESN'T KNOW FOOTBALL

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Industry Mobile Communications
Media Promo & PR, Case study
Market Germany
Agency DDB Hamburg
Creative Director Tim Jacobs, Janna Krupinski
Art Director Björn Halfmann, Kathleen Standke
Copywriter Nikolai Baradoy, Johannes Boss, Moritz Pupke, Vera Hanke
Released January 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: DEUTSCHE TELEKOM
Product/Service: LIGA TOTAL!
Agency: DDB GERMANY HAMBURG
Date of First Appearance: Jan 8 2010 12:00AM
Entrant Company: DDB GERMANY HAMBURG, GERMANY
Managing Director: Martin Drust (DDB Germany Hamburg)
Managing Director: Tobias Clairmont (DDB Germany Hamburg)
Creative Director: Janna Krupinski (DDB Germany Hamburg)
Creative Director: Tim Jacobs (DDB Germany Hamburg)
Management Supervisor: Stefan Kroke (DDB Germany Hamburg)
Account Director: Rainer Schubert (DDB Germany Hamburg)
Copywriter: Nikolai Baradoy (DDB Germany Hamburg)
Copywriter: Moritz Pupke (DDB Germany Hamburg)
Copywriter: Vera Hanke (DDB Germany Hamburg)
Copywriter: Johannes Boss (DDB Germany Hamburg)
Art Director: Björn Halfmann (DDB Germany Hamburg)
Senior Art Director: Stephanie Lang (DDB Germany Hamburg)
Art Director: Kathleen Standke (DDB Germany Hamburg)
Account Manager: Caroline Endelmann (DDB Germany Hamburg)
Account Manager: Lasse Heiden (DDB Germany Hamburg)
Account Manager: Özgur Turhan (DDB Germany Hamburg)
Information Architect: Hertje Brodersen (DDB Germany Hamburg)
Senior Consultant: Roland Hachmann (DDB Germany Hamburg)
Senior TV Producer: Jens Mecking
Junior Art Director: Lars Fischer (DDB Germany Hamburg)
Media placement: Viral Campaign - Internet - 08.01.2010

Results and Effectiveness
Assessment: 1,020,507 total views. YouTube channel 281,055 video views, plus 739,452 additional views on Sevenload, Clipfish and MyVideo. Plus 145,442channel retrievals, 101 channel comments, 216 video comments and 329 channel subscribers. In total, more than a million views, an overwhelming response in the national press, countless arguments about “LIGA total! vs. Sky” raging in user forums. And not a single law sue attempt. Today, LIGA total! has more than 1 million subscribers. Thank you, Sky!

Creative Execution
An idea as simple as it is big: We’ll let Sky do the advertising for LIGA total! We hired the famous German actor and comedy award-winner Sky (du Mont) and tested his football skills in a branded entertainment & viral campaign, demonstrating that Sky and football are a bad combination, but without running any risk of being sued by the Sky Network. In the first spots, clips taken with a hidden camera show him failing miserably at football: Sky is inept as both a player and a commentator and comes close to getting beaten up by a passionate fan. At the peak of awareness, we switch to the second phase: Sky tests LIGA total! The clips show all of the advantages LIGA total! offers in comparison with Sky and encourage viewers to test LIGA total! themselves. Mostly a campaign of pure entertainment, real people, whether they love or hate this attack on Sky, turned it into real advertising by posting their experiences with the actual brands and products.

Insights, Strategy & the Idea
Owing to a radical change to new social mores and the media communications within the young target group, the telecommunications market represents a great challenge. The goal is to gain the attention of the “early adopters” so as to establish a solid position on the market for the long run.