| Title | THE MATCH |
| Brand | SKY DEUTSCHLAND FERNSEHEN |
| Product/Service | SKY FOOTBALL BUNDESLIGA PACKAGE |
| Category |
A09. Sponsorship or Partnership Campaigns |
|
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 |
The Brief
The "Nordderby", the Bundesliga match Werder Bremen versus Hamburger SV, was a high-risk match. For hardly any other match the divisions between the fans are deeper and the tickets more sought-after. The task consisted of running a promotion communicating the football offering of the Pay TV channel. Goal of the promotion was to enable fans without a stadium ticket to watch the match live. It was intended to have a de-escalating effect in a tense environment and put the spotlight on the love of football. By providing opposing fan groups with a strong incentive to watch the football match together.
Campaign Success
With the Sky promotion "The Match" we used innovative technology to bring together fans of opposing teams to jointly enjoy viewing their 'Nordderby', These were the rivalling supporter groups of Bremen and Hamburg.
The promotion was on the 19th April 2015 outside of the stadium – from 3 hours before the kick-off until the end of the match. Mobile promotion teams wearing the colours green (Bremen) and blue (Hamburg) directly addressed fans who were looking for tickets for the sold-out derby. Via a QR Code our target group got to a mobile microsite which enabled them to screen one half of the screen respectively onto their mobiles: Bremen fans the left, Hamburg fans the right half of the screen. In order to be able to watch the complete match, opposing fans had to pair up and place their mobiles next to each other. Only then they could watch the match full-screen.
Describe the success of the promotion with both client and consumer including some quantifiable results
"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.
Explain why the method of promotion was most relevant to the product or service
The promotion brought supporters of traditionally rival Bundesliga teams together in an unusual way. Thus fans without a stadium ticket were able to jointly watch the match Werder Bremen vs Hamburgers SV live – but only by a Bremen supporter and a Hamburg supporter teaming up. Sky is the Pay TV channel in Germany broadcasting all Bundesliga matches live and exclusively. Sky communicated its Pay per View product offering within its original target group and made them a specific offer at a reduced price.