Title	STABILO FLIPBOOK GOALS
Brand	STABILO INTERNATIONAL GMBH - NETHERLANDS
Product/Service	OFFICE SUPPLIES
Category	A02. NON-FICTION: SERIES OR FILM
Entrant Company	YUNE Amsterdam, THE NETHERLANDS
Contributing Company	YUNE Amsterdam, THE NETHERLANDS

Name	Company	Position
Robert Doggers	Yune BV	Business Director
Isaac Diepenhorst	Yune BV	Content Director
Lennart De Jong	Yune BV	General Creative Director
Marc De Wolf	Yune BV	Graphic Designer
Tessa Robijns	Yune BV	Production Manager
Chuck Bekker	Yune BV	Animation
Serginhio Brooks	Yune BV	Post Production
Bas Bakhuis	Yune BV	Editor
Tristan Kromopawiro	Yune BV	Animation
Rene Van Zon	Yune BV	Post Production
Belinda Harmsen	STABILO BV	Marketing Manager

The Campaign

FIFA strictly prohibits non-official partners to associate themselves with the World Cup event. This means brands can't even name the World Cup in their communication or use footage from the event. If a brand wants to 'highjack' the news around the World Cup, you have to navigate through a legal minefield. We are happy to say we were able to find a way through this.

Results

The Dutch office of STABILO, an international brand of pens, has a limited communication budget. The brand asked us to still come up with a way to stand out from the crowd and spread their brandmessage as wide as possible: "STABILO pens are the perfect tools to express your creativity." Luckily, with small budgets often comes great creative freedom. Because our target audience is very broad ("everybody that uses a pen"), we decided to use the media frenzy surrounding the World Cup Football to our advantage. That's easier said than done, since all big brands want your attention then. Our idea was simple: "Football can be considered art, so let's create art from that!" By creating something really awesome, we'll demonstrate what you can achieve with your imagination and a bunch of STABILO pens. The plan was to await a beautiful goal by the Dutch national team, and reimagine that goal with 24 hours as a flipbook, to leverage on the conversation that would place the next days. We got more than we bargained for with the fantastic Robin van Persie goal in the first game against Spain. After creating the flipbook, we seeded the film, as described in section 2. After the immense success of the first flipbook, we were eagerly awaiting more beautiful goals from Oranje. Unfortunately, the Dutch peaked early; no other goal topped van Persie's beauty. Because we didn't want to make a one-off, we created a new flipbook, with the Top 3 most beautiful goals of the tournament. We recreated this right after the finals, so we could add the German captain lifting the cup. Again, released within 24 hours after the final, we managed to go viral once more and gather about as much attention as the first time. Score!

In order to launch the video, we concocted a seeding strategy in advance, which DID NOT include any paid media. We uploaded the campaign on our owned social media channels (Facebook, YouTube, Twitter). After that, we approached (football)blogs, journalists and influentials on a personal title with the link to our film. The quality of the content ensured that almost everyone picked it up and ran with it. Earned Media became massive and our target audience got to see our video through their daily media consumption on blogs, newspapers and television and of course Facebook, Twitter and Youtube.

In a campaign period of 4 weeks, we created 2 viral video's, which gathered about 6 million video views. About 20% of these views were gathered in the Netherlands. • Youtube views: 3.4 million views • Facebook views (estimated): 2 million views • Thirdparty mediaplayers (estimated): 1 million views • Shown by 2 big Dutch footballtalkshows: 2.5 million views National influencers quickly picked up on it, after which Dutch national media ran with it. From there, it spread internationally. These media often hosted the film on their own site, so these views can only be estimated. Not only the numbers were great, we received tons of positive feedback as well. A common reaction was "I know this is a commercial, but I don't care!" We got a thumbs up from Tim Cahill on Twitter (who we immortalised in our second flipbook), and we even got word Robin van Persie himself really liked the video! The client was very happy to say the least. Although the project was commisioned by the Dutch office, STABILO profited internationally from the viral as well. The CEO of STABILO sent out an internal memo, praising the Dutch office for their innovative and effective approach.