| Title | INVERSE GOAL CELEBRATION |
| Brand | UNICEF AND FUNDACIÓN DE LA LIGA DE FÚTBOL PROFESIONAL |
| Product/Service | NON PROFIT MATCH |
| Category |
A06. Use of Broadcast in a Promotional Campaign |
|
Entrant Company
|
VCCP SPAIN Madrid, SPAIN
|
|
Advertising Agency
|
VCCP SPAIN Madrid, SPAIN
|
Credits
| Javier Suso Teixidor |
VCCP Spain |
CEO |
| Beto Nahmad |
VCCP Spain |
Executive Creative Director |
| David Sousa |
VCCP Spain |
Creative Director |
| Sergio Villarrubia |
VCCP Spain |
Copywriter |
| Andrea Gusart |
VCCP Spain |
Copywriter |
| Álvaro Marugán Hernández |
VCCP Spain |
Art Director |
| Yerai Gómez |
VCCP Spain |
Art Director |
| Rodrigo Alviso |
VCCP Spain |
Account Executive |
| Marta Lucas |
VCCP Spain |
Social Media |
| Jaime Fernández- Baillo |
VCCP Spain |
Social Media |
The Brief
The challenge
The real challenge was to transform Champions for Life from just another charity sports event into the most important charity event during Christmas, a yearly event where families enjoy and help the ones who really need it: the children.
The strategy
In order to achieve this objective, connecting with children was key as these are able to activate their whole family during Christmas dates. This is why we decided that the real protagonists of Champions for Life should not be the football stars, but children!
Campaign Success
Phase 1) Original celebrations acquisition:
We did a campaign claiming children to send videos with original goal celebrations.
- Display campaign.
- OOH campaign.
- Print campaign.
- Events (real time shooting of children’s celebrations).
Phase 2) Original celebrations imitation:
We shown the best children celebrations to the soccer starts and asked them to imitate them during the match.
Everytime they celebrated a goal during the match, the TV broadcast showed the original celebration of the kid that was being imitated.
Phase 3) Buzz generation
We sent a press release with information about the initiative and a video summary explaining the initiative to media.
Describe the success of the promotion with both client and consumer including some quantifiable results
We achieved to broadcast the football game live on La1 and on TVE International Channels, in 30 countries around the world (for free).
We obtained an audience of 11,4% on La1 channel (141% over the average audience of this TV channel).
We got an attendance of 24.642 spectators at the Vicente Calderón stadium (though it was a cold evening).
Media buzz worth more than 3 million euros. (Especially in TV sports programs, radio and press, covered at the cover of the main Spanish sport press).
More than 4.000 children from all over the country sent their original celebrations.
The funds raised will impact 1.200.00 children (the double of the target objective).
Explain why the method of promotion was most relevant to the product or service
Our key promotionals elements were:
- Display campaign.
- OOH campaign.
- Print campaign.
- Events (real time shooting of children’s celebrations).