EVERYTHING FC BAYERN MUNICH
| Title | EVERYTHING FC BAYERN MUNICH |
| Brand | DHL |
| Product/Service | FC BAYERN OFFICIAL ONLINE FAN SHOP IN CHINA - POWERED BY DHL |
| Category |
A09. Sponsorship or Partnership Campaigns |
|
Entrant Company
|
180 AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
180 AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
Production Company
|
CAVIAR Amsterdam, THE NETHERLANDS
|
|
Production Company 2
|
27 KILOMETER ENTERTAINMENT Hamburg, GERMANY
|
Credits
| Al Moseley |
180 Amsterdam |
President And Chief Creative Officer |
| Stephen Corlett |
180 Amsterdam |
Managing Director |
| Dan Treichel |
180 Amsterdam |
Executive Creative Director |
| Dave Canning |
180 Amsterdam |
Executive Creative Director |
| John Messum |
180 Amsterdam |
Creative Director |
| Ed Ryder |
180 Amsterdam |
Art Director |
| Luke Stone |
180 Amsterdam |
Copywriter |
| Bethany Papenbrock |
180 Amsterdam |
Producer |
| Eleanor Fitzgerald |
180 Amsterdam |
Producer |
| Katharina Schablitzki |
180 Amsterdam |
Brand Director |
| Nicole Scopes |
180 Amsterdam |
Account Manager |
| Clare Satterthwaite |
180 Amsterdam |
Planner |
| Akvilina Jaskunaite |
180 Amsterdam |
Business Affairs |
| Robert Jitzmark |
Caviar Content |
Director |
| Neil Cray |
Caviar Content |
Producer |
| Louise Gagen |
Caviar Content |
Executive Producer |
| Paul Ripke |
|
Photographer |
|
Loupe Amsterdam |
Post Production |
|
Mpc Amsterdam |
Online |
|
Loupe Amsterdam |
Post Production |
The Brief
Bayern Munich’s fans in China are in the millions. They tour there pre season to massive crowds and ‘pop star’ status. The online shop is a chance to get all the best Bayern merchandise in the fans hands. And all thanks to DHL, who will deliver it. We needed to make it clear that thanks to DHL, Chinese Bayern Munich fans could get all the authentic Bayern Munich FC merchandise they could wish for.
Campaign Success
The plan was to create a piece of film that fans would love and share – so they could carry the message across the fan base. Using the players – who were only available for a limited time – a series of authentic football action shots were used alongside hilarious product demo shots of the more prosaic merchandise. These product demos included the team mug, team watch, team towel and even lederhosen from the region. All modeled by the star players in super slo mo action scenes.
Describe the success of the promotion with both client and consumer including some quantifiable results
The film was a great success. It was featured across Chinese sports blogs, football blogs and media initially before then travelling beyond the Chinese audience to include media like 101 Great Goals, Bleacher Report, Sky, Spiegel and over a dozen key German media outlets. E1m in earned media value.
Explain why the method of promotion was most relevant to the product or service
To launch the new China based Bayern Munich online shop in partnership with DHL, there was a requirement to deliver a piece of film collateral that could be distributed to the Bayern Munich fans in China.