Winners & Shortlists

SING THE CHANT

TitleSING THE CHANT
BrandOPAP
Product/ServiceNATIONAL TEAM SPONSORSHIP
Category F03. USE OF CO-CREATION & USER GENERATED CONTENT
Entrant Company THE NEWTONS LABORATORY Athens, GREECE
Advertising Agency THE NEWTONS LABORATORY Athens, GREECE
Credits
Name Company Position
Arvanitis Leonidas The Newtons Laboratory Creative Director
Sorotos Giannis The Newtons Laboratory Creative Director
Nikolaou Gabriel The Newtons Laboratory Art Director
Klisouras Vassilis The Newtons Laboratory Copywriter
Doganis Notis The Newtons Laboratory Copywriter
Jason Dris The Newtons Laboratory Copywriter
Lefteris Diakostefanis The Newtons Laboratory Account Supervisor
Sofianos Stelios The Newtons Laboratory
Sofia Lilitsi The Newtons Laboratory

Creative Execution

We launched a website plus a mobile app called “Sing the Chant”, which asked the users to write and/or record their own chant. Prominent figures in this website were the actual players of the National Team, which were present in every different web page. The campaign was developed through a campaign with youtube videos featuring the players, web banners, radio spots. On the second phase, when the Chant was selected, we invited the users to enter the site and sing the chant, in order to create the biggest and loudest chant ever!

In just 2 weeks, over 1500 original chants were uploaded, giving a vast selection for the visitors of the website to choose from. The chosen chant was uploaded in youtube from various sources, more than 2 million times. 40,000 people sang the chant through the website and the mobile app. Videos of the National Team players and the fans singing the chant after the qualification to the top-16 proved the success of the chant. After many years, Greece had its own new football chant. Numbers: - 130k+ unique users to the website - 12k+ facebook stories - 400k+ fb impressions

For over 50 years, OPAP, the national betting and lottery organization, has been the key supporter of Greek football and proud sponsor of the National Team. The 2014 World Cup in Brazil presented both the challenge and opportunity to make the most out of the sponsorship, and make the fans, especially the younger ones, engage with the National team more than ever before. Bearing in mind that the National Team had been “stuck” with the same football chant since the winning Euro 2004 campaign, we thought that it was time for a change. This is why we, as the main sponsor, launched a social campaign that invited the fans to join and suggest their own chant, in order to come up with a brand new chant for the 2014 World Cup.