MASTERCARD CHAMPIONS LEAGUE AVATAR
| Title | MASTERCARD CHAMPIONS LEAGUE AVATAR |
| Brand | MASTERCARD UKRAINE |
| Product/Service | MASTERCARD |
| Category |
C02. Microsites |
|
Entrant Company
|
AIMBULANCE Kiev, UKRAINE
|
|
Advertising Agency
|
AIMBULANCE Kiev, UKRAINE
|
|
Production Company
|
BRIGHTS DIGITAL COMMUNICATIONS Kyiv, UKRAINE
|
|
Production Company 2
|
ILUSTRA Kyiv, UKRAINE
|
Credits
| Roman Havrysh |
Aimbulance |
Chief Strategy Office |
| Volodymyr Smirnov |
Aimbulance |
Creative Director |
| Dmytro Kudinov |
Aimbulance |
Media Director |
| Anastasia Baula |
Aimbulance |
Art Director |
| Inna Makoterska |
Aimbulance |
Account Director |
| Tetiana Demska |
Aimbulance |
Account Manager |
| Serafima Kutsenko |
Aimbulance |
Agency Producer |
| Anya Novozhylova |
Aimbulance |
Copywriter |
| Inna Sydoruk |
Aimbulance |
Leading Ux Designer |
| Oleksandra Alyokhina |
Aimbulance |
Ux Designer |
| Roman Sapielkin |
Aimbulance |
Designer |
| Natalia Baidala |
Mastercard Ukraine |
Marketing Leader |
Creative Execution
In the MasterCard Champions League Avatar activity we, for the first time ever, have transformed user generated content into emotions generated content. A football fan on the website received an avatar, customized and revived it with his own emotions. The face recognition system tracked user’s mimic through a web-cam and imitated it on the avatar’s face. Fans recorded joy, furore, happiness, or sorrow caused by matches of favorite teams. Everyday they could share their reaction on Championship events with friends on social networks
During the Championship 34 949 football fans created 84 855 emotions and shared them 77 560 times. Their priceless emotions yielded 6 204 800 earned media contacts.
MasterCard, the permanent UEFA Champions League sponsor, keeps looking for new ways of supporting football fans every year. Our task was to highlight the status of Mastercard as a sponsor of UEFA Champions League and increase awareness of target audience about this fact. In 2015 we had to tell Ukrainian fans that their emotions could be very different but each of them is yet priceless. Usually football fans’ exaltation or disappointment expressed online not much to look at. We wanted to change that and let them express their priceless emotions in a more personal and unique way. We decided to communicate sponsor status via football fans and their pages in social networks, making them a prime media channel of communication. We gave fans a new online chance to support favorite teams like there's no tomorrow.