| Title | DREAM TEAM |
| Brand | THE SUN |
| Product/Service | INTEGRATED CAMPAIGN |
| Category |
F04. Innovative Use of Social or Community (including emerging platforms for brands) |
|
Entrant Company
|
WUNDERMAN London, UNITED KINGDOM
|
|
Advertising Agency
|
WUNDERMAN London, UNITED KINGDOM
|
Credits
| David Robinson |
News UK |
Marketing and Sales Director |
| Kate Bird |
News UK |
Brand Director |
| Greg Halfacre |
News UK |
Audience Development Manager |
| Nick Stringer |
News UK |
Director of Marketing Communications |
| Will Martin |
News UK |
Audience Development Exec |
| Lizzie Crees |
News UK |
Marketing Communications Manager |
| Keith Drewrey |
Wunderman UK |
Senior Account Director |
| Sophia Allen |
Wunderman UK |
Senior Account Manager |
| Nathalie Pickering |
Wunderman UK |
Senior Project Manager |
| Stuart Halleybone |
Wunderman UK |
Art Director |
| James Woods |
Wunderman UK |
Copywriter |
| Richard Kenyon |
Wunderman UK |
Creative Director |
| Nigel Webb |
Wunderman UK |
Creative Director |
| Alex Leech |
Wunderman UK |
Designer |
| Ian Saunders |
Wunderman UK |
Head of Design |
| Kevin Guild |
Wunderman UK |
Artworker |
| Alex Horlock |
Wunderman UK |
Social Strategist |
| Michael Maxwell |
Wunderman UK |
Strategist |
| Marcus Reynolds |
Wunderman UK |
Head of planning |
Creative Execution
We launched a wide-reaching, engaging social campaign using a multitude of touch points, data and engagement tactics that won the hearts and minds of our disgruntled base to far exceed targets. #CrimesAgainstDT became the social manifestation of our integrated mugshots campaign. The campaign generated twice the forecasted sign-up by the first weekend so we set about making full use of this data in the social arena. Finally, we took the campaign to the fans. Taking over Wembley we installed a photobooth at the Community Shield, offering fans a personalised mugshot to confess their fantasy football sins on their social network.
The results surpassed all expectations. We remained ahead of the forecast consistently, helping to make this one of the most successful campaigns to date.
o Over 19,000 new followers across social media
o A 10% increase in fans.
o Last year we had 600,000 players. This year we DOUBLED that to 1.2m.
o The overall number of Dream Team players exceeded the target by 20%
o An 83% increase in players YOY.
o The campaign acquired double the number of players forecasted on the first weekend.
o We achieved a marketing ROI of 1 : 3.6
The aim was to get 1 million people to sign up to the Dream Team game before 08/08/2015 – the start of the football season. Restore Dream Team brand health and win back detractors from last year who were disgruntled by the need to give their card details. Data insights showed that, despite loyalty, when it comes to scoring points in fantasy football, fans pick players from rival teams. Our strategy was to play on this ‘cheating’ insight, and engage our fan base in a cheeky, playful manner through the line. ‘It’s not cheating when it’s your dream team’. We developed a series of executions that worked with this concept, showing how we’d caught fans two-timing their beloved teams, and pictured them confessing in mock-serious scenarios. We beat our targets before the first game kicked off on the 8th August. The first weekend alone exceeded targets by 100%.