VIASAT WORLD CUP 2010 by Carat Oslo, Isobar Oslo for Viasat

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VIASAT WORLD CUP 2010

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Norway
Agency Carat Oslo
Agency Isobar Oslo
Creative Director Petter Gulli
Creative Tom Andersson
Designer Henning Gjerde
Released May 2010

Credits & Description

Category: Publications & Media
Advertiser: VIASAT
Product/Service: TV BROADCASTER
Date of First Appearance: May 10 2010
Entrant Company: CARAT NORWAY, Oslo, NORWAY
Entry URL: http://www.onepixelperfect.com/viasat2010/
Creative: Tom Andersson (Isobar)
Creative Director: Petter Gulli (Carat)
Project Manager: Caroline von Heuningen-Huun (Isobar)
Account Director: Hans Wergeland (carat)
Designer: Henning Gjerde (Isobar)
Developer: Simen Øian Gjermundsen (Isobar)
Assistant Designer: Taran Steen (Isobar)
Media placement: Social Media - Facebook - May 10th
Media placement: TV - Viasat4, Viasat Football - June 1th
Media placement: App - AppStore - May 20h

Insights, Strategy & the Idea
When Viasat bought the rights for half of the matches of FIFA World Cup 2010 they faced an instant problem: Norwegian football fans are used to getting football for free, and Viasat were known and hated for putting valuable matches on PayTV. When Viasat wanted a Facebook activity to boost sales of matches online, this became even more obvious. Before we had one single fan, two different hate pages had more than 38,000 fans.

As a result of this insight, the objective of the Facebook activity went from being sales focused to brand focused: Make football fans love Viasat.

We knew from insight that football fans were highly engaged and like to discuss with like minded fans, but there was no proper online forum for football fans in Norway. Our Facebook page gave them the opportunity of doing that - and Viasat the chance to listen to, and interact with, the fans.

Creative Execution
Our creative idea was to "Give Football Back" and the FBpage became the official World Cup portal for Viasat. In the weeks leading up to the World Cup, fans could participate in different activities such as an online football cards game, vote for the overall best World Cup moments, and challenge their friends in guessing the end result. During the World Cup, the page was highly integrated with the TV studio, also featuring highlights, comments and results.

We also gave football back by introducing a MobileApp that found the nearest sportsbar showing the match, and streamed PayTV matches, INCLUDING THE OPENING MATCH, free and live on Facebook, as a worlds first.

The app and the site was advertised both in promo time and from the live studio. The Facebook page was also implemented as a regular component in the live studio broadcast with its own host addressing questions from the page, commenting on what fans posted, launching new activities etc.

Results and Effectiveness
As the main goal was to make football fans love Viasat, a number of dedicated fans was crucial. The original goal was to get 10,000 before World Cup started, and reach 20,000 before the end. By the end of the World Cup, we had more than 45,000 fans spending on average 3.30 minutes on the page, more than 2 million downloads of Football Cards, 160,000 page visits and more than 10,000 participating in the contests.

Finally, what was originally a campaign site is today a football forum, with more than 52,000 fans, with discussions running high during UEFA Champions League and Europa League matches.