Sport Lisboa Benfica Promo THE GRAND STAND COACH by Y&R Lisboa

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THE GRAND STAND COACH

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Industry Sports Teams & Events
Media Promo & PR
Market Portugal
Agency Y&R Lisboa
Director Bruno Ferreira
Creative Director Pedro Ferreira, Judite Mota
Art Director Ricardo Alves
Copywriter Pedro Vieira
Producer Jaime Graça
Released September 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: BENFICA
Product/Service: SEASON TICKET
Agency: Y&R LISBOA
Date of First Appearance: Sep 15 2010
Entrant Company: Y&R LISBOA, PORTUGAL
Creative Director: Pedro Ferreira (Y&R)
Creative Director: Judite Mota (Y&R)
Art Director: Ricardo Alves (Y&R)
Copywriter: Pedro Vieira (Y&R)
Marketing Director: Miguel Bento (Benfica)
Stadium Marketing Director: Henrique Conceição (Benfica)
Account Director: Sónia Félix (Y&R)
Account Executive: Filipa Lages (Y&R)
Producer: Jaime Graça (APP)
Executive Producer: Ezequiel Viegas (Sync)
Director: Bruno Ferreira (Sync)
Media placement: Guerrilla - Estádio da Luz - 15 Setembro 2010
Media placement: Print - Record - 16 Setembro 2010
Media placement: Web - Facebook - 16 Setembro 2010
Media placement: Web - Youtube - 16 Setembro 2010

Describe the objective of the promotion.
The objective was to promote the RedPass which is a ticket for all the football matches played by Benfica.

Describe how the promotion developed from concept to implementation.
In Portugal, it is said that “every sports fan is a potential coach”. So, instead of just advertising ticket sales, we decided to create a new position in a football Team: the Grandstand Coach.

We started off by communicating that Benfica was looking for a new coach and asking people to nominate themselves. In the end, what was supposed to be a simple, hard-selling campaign turned out to be a fun and ongoing event that involved thousands of people.

Explain why the method of promotion was most relevant to the product or service.
100% of our target were Benfica supporters. People who have a passion for football, love Benfica and pay attention to all the news about the team. After a great season in which Benfica took on a new coach and some players of repute, we knew that any fake news about the team once again hiring a new coach would definitely hit our target. Football teams are expected to hire new coaches when they are losing games, not when they are winning everything.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Apart from all season tickets selling out even before the season started we also created a new function in sports. Benfica’s Grandstand Coach is now looked at as part of team and loved by all Benfica fans.