| Title | ESCORT MEN |
| Brand | FOOTBALL CLUB ZÜRICH WOMEN |
| Product/Service | UEFA CHAMPIONS LEAGUE GAME |
| Category |
A07. Use of Events and Stunts |
|
Entrant Company
|
FREUNDLICHE GRüSSE Zürich, SWITZERLAND
|
|
Advertising Agency
|
FREUNDLICHE GRüSSE Zürich, SWITZERLAND
|
|
Production Company
|
TALLYHO! Zürich, SWITZERLAND
|
Credits
| Pascal Deville |
Freundliche Grüsse |
Creative Director |
| Samuel Textor |
Freundliche Grüsse |
Creative Director |
| Michael Benz |
Freundliche Grüsse |
Strategy/Consulting |
| Samuel Textor |
Freundliche Grüsse |
Copywriting |
| Pascal Deville |
Freundliche Grüsse |
Art Direction |
| Tamar Hächler |
Freundliche Grüsse |
Project Manager |
| Jafaris Mustafa |
Independent |
Illustrator |
| Tom Kolinski |
TallyHo! |
Director |
| Daryl Hefti |
Independent |
Director Of Photography |
| Florian Götze |
Departement of Noise |
Sound Design Arrangement |
| Christian Bisang |
Soundtracker |
Sound Recording |
Brief Explanation
The FC Zurich Women are the leading Swiss Women’s Football team and playing Champions League. But no one takes notice, Women's football is very small here. To gather attention with little budget, we had to involve the media with a powerful idea: For the first time in history, not kids were to escort the women onto the pitch, but grown men. So we took the event, that was to be promoted - the Women's Game - and turned it into the stage for a stunt, that opened up a wide new audience for the FCZ Women.
Results and Effectiveness
This low budget direct measure had an incredible effect: 48 hours after kickoff of the microsite, more than 50’000 unique page visits were counted, and more than 1’500 applications as Escort Men with picture and motivational letter were placed. 10 times more spectators where counted at the game, compared to a usual game day (4112 spectators, vs. 100-200). It brought attention to the FCZ Women, thanks to over 2 Millions of Earned Media. After this stunt, the media attention covering games of the FCZ women increased, including live coverage of every game, half a year later.
Creative Execution
Seven days prior to kick-off the teaser film was launched and spread online. On a microsite, men could apply as Escort Men. More than 1500 applied within 2 days. Stories with applicants were released on print, radio and online. After the 11 Escort Men were selected, exclusive stories of them were sent to newspapers and radios. On Game day of this Official Uefa Champions League game, the Escort Men walked on into a unusually filled stadium - with the women. During the event, national radio and TV stations covered the event and, in the aftermath, ran stories on various channels.
Insights, Strategy and the Idea
The target audience was broad and heterogenic. Of course, the primary fan group - men. But also everyone interested in Football, that never gave Women's Football a chance. Not only your typical football fan, but men, women, kids and families alike – most of them unaware of the quality of women’s football.
We needed a story for all stakeholders. To do that, we took an existing media: a football game, that had a fixed date, and built a story around it that would make it's way with PR through the media, and reach the broad target audience.