| Title | THE MATCH |
| Brand | SKY DEUTSCHLAND FERNSEHEN |
| Product/Service | SKY FOOTBALL BUNDESLIGA PACKAGE |
| Category |
B02. Use of Mobile Devices |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency 2
|
PLAN.NET Munich, GERMANY
|
|
Media Agency
|
MEDIAPLUS Munich, GERMANY
|
|
Production Company
|
NEVEREST Munich, GERMANY
|
|
Production Company 2
|
TRO GMBH Duesseldorf, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Matthias Harbeck |
Serviceplan |
Executive Creative Director |
| Sandra Loibl |
Serviceplan |
Creative Director |
| Thorsten Voigt |
Serviceplan |
Creative Director |
| Valerie Koch |
Serviceplan |
Copywriter |
| Thomas Heckenberger |
Serviceplan |
Art Director |
| Damian Sturm |
Serviceplan |
Art Director/Screendesign |
| Katrin Eberbach |
Serviceplan |
Account Supervisor |
| Florian Franz |
Serviceplan |
Account Director |
| Franz Roeppischer |
Serviceplan |
Creative Innovation Director |
| Lorenz Langgartner |
Serviceplan |
Creative Innovation Director |
| Niels Verhaag |
hmmh multimediahaus |
Programmer |
| Roman Prochnow |
Neverest |
Agency Producer Film/Director |
| Nicola Boehm |
Neverest |
Creative Producer |
| Anett Gruenbeck |
Neverest |
Creative Producer |
| Martin Bierbaum |
Neverest |
Editor |
| Christian Hirschhaeuser |
Freelancer |
DoP |
| Cristian Weisemoeller |
Freelancer |
DoP |
Brief Explanation
For the match Bremen vs Hamburger SV, the divisions between the fans are deep and the tickets for the stadium very sought-after. The task was creating a promotion communicating the football product offering of Sky enabling fans without stadium tickets to watch the 'Nordderby' live on site. This was achieved via a mobile microsite which halved the live TV screen: one half for Bremen supports – one half for Hamburg supporters. At the end of the match fans received an offer for Sky’s Pay per View product offering at a reduced price and could also sign up for the Sky newsletter.
Results and Effectiveness
"The Match" was trend topic on Twitter and Facebook. National football blogs, newspapers and TV channels reported, overall the promotion generated an unpaid media volume of about 5.1 million Euros. The number of subscribers of the Sky football packages increased significantly after the promotion to 7.8 percent. Already after the match the participants were able to subscribe to a Sky football offer for a reduced price and sign up for the newsletter. The emotional result of the promotion was most important: Divisions between opposing fans were bridged, the joint viewing experience was more important than traditional rivalries.
Creative Execution
Via a mobile microsite fans were able to watch the match live outside of the stadium. At a Bremen promotion stall fans were able to scan a QR Code getting them to a microsite. Here one half of the screen of the match Werder vs Hamburg was streamed to the fans' mobiles. At the Hamburg promotion stall a QR code for Hamburg supporters to stream their part of the half of the screen in turn. The goal was to team up supporters of both teams who would place their smartphones next to each other and watch the 'Nordderby' together.
Insights, Strategy and the Idea
In Germany, only Sky broadcasts all Bundesliga matches live. Fans who looked for some last available tickets before the match and have not been able to get any usually remain outside of the stadium in disappointment. Sky enabled these fans to watch the match for free on their mobiles. And only together with a fan of the opposing team.