| Title | THE MATCH |
| Brand | SKY DEUTSCHLAND FERNSEHEN |
| Product/Service | SKY FOOTBALL BUNDESLIGA PACKAGE |
| Category |
H01. Integrated Mobile Campaign |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency 2
|
PLAN.NET 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 |
Creative Execution
At the green promotion stall (Bremen) fans scanned a QR Code getting them to a specific mobile website. Via the site, one half of the screen of the match was streamed. At the blue promotion stall a QR code only for Hamburg supporters enabled them to stream their part of the half. Each fan needed to find a rival fan. They put their phones together and watch the game full screen. In order to synchronise the streams, one of the devices functions as server, the other as client in the pairing process. The stream is provided via a streaming server through RTMP.
"The Match" was one of the trend topics on Twitter and Facebook. National football blogs, daily newspapers and TV channels reported on the promotions, overall the promotion generated an unpaid media volume of about 5.1 million Euros. Not least because of that the number of subscribers of the Sky football packages increased significantly after the promotion to 7.8 percent compared to the previous year. Already after the match the participants of the promotion were able to subscribe to the Sky football offer for a reduced price and sign up for the Sky 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. The winner was the love of football.
The so-called "Nordderby", the Bundesliga match between Werder Bremen and Hamburger SV, was classified as a high-risk match. For hardly any other match the divisions between the fans are deeper and the tickets more sought-after. In Germany, only Sky broadcasts all Bundesliga matches live. The task consisted of running a promotion communicating the football offering of the Pay TV channel. Goal of the promotion was to enable fan without a stadium ticket to watch the match live on site. The was achieved via a mobile microsite which halved the live TV screen. The microsite showed Bremen supporters one half of the screen, and Hamburg supporters the other half. Only together, by placing their mobiles next to each other, they were able to watch the match.