| Title | THE RECONQUERED STADIUM |
| Brand | FRF - ROMANIAN FOOTBALL FEDERATION |
| Product/Service | NATIONAL FOOTBALL TEAM |
| Category |
A02. Use of Live Shows/Concerts/Festivals |
|
Entrant Company
|
GMP ADVERTISING Bucharest, ROMANIA
|
|
Advertising Agency
|
GMP ADVERTISING Bucharest, ROMANIA
|
|
Advertising Agency 2
|
WEBSTYLER Bucharest, ROMANIA
|
Credits
| Ema B |
Gmp Advertising |
Creative Director |
| Romulus Petcan |
Gmp Advertising |
Senior Copywriter |
| Gabriel Gherca |
Gmp Advertising |
Senior Art Director |
| Razvan Raicu |
Gmp Advertising |
Senior Art Director |
| Andreea Nemens |
Gmp Advertising |
Director Executiv |
| Catrinel Manolescu |
Gmp Advertising |
Group Account Director |
| Irina Angelescu |
Gmp Advertising |
Senior Account Director |
| Vali Nastase |
Gmp Advertising |
Senior Graphic Designer |
| Adrian Radu |
Gmp Advertising |
Senior AV Producer |
| Bogdan Stanciu |
Gmp Advertising |
Head of Design |
| Andrada Tuca |
Gmp Advertising |
Social Media |
| Bogdan Nitu |
WEBSTYLER |
General Manager/Head of Strategy |
| Stefan Georgescu |
WEBSTYLER |
Jr. Digital Strategist |
| Elena Ciric |
WEBSTYLER |
SM Manager |
| Carmen Marinescu |
WEBSTYLER |
Digital Project Manager |
| Ionuț Raicu |
WEBSTYLER |
Jr. Graphic Designer |
| Dan Neciu |
WEBSTYLER |
Front End Developer |
| Răzvan Stângă |
WEBSTYLER |
Senior Back End Developer |
| Ana-Maria Diceanu/Senior Partner/Head of Crisis GMP PR; Catalina Seitan/PR Direc |
GMP PR |
GMP PR |
The Brief
Romania’s national football team risked missing yet another European tournament. Its last home game would be decisive for the qualification. But supporters were disappointed with the team, so fan turn-out was expected to be low.
Three weeks before the game, bad turned to worse as UEFA suspended our home stadium. It meant that the team would have to play without supporters.
The Romanian Football Federation needed to do something to engage fans and bring them closer to the team, so they can empower the players before the crucial match.
Campaign Success
On the website of the Football Federation fans could get free virtual tickets for the suspended stadium via the regular e-ticket platform In only three days, almost 10.000 tickets were acquired, using minimal spending (Facebook ads, radio, posters). The bold idea quickly became news on the main TV stations and newspapers. Fans also submitted their profile pictures to be closest to the players than ever, decorating the walls of their locker room during the game and the T-Shirts at the press conference before the game.
Just three days before the match, UEFA changed its decision and allowed spectators to the stadium. All those who got the virtual tickets could redeem a real tickets for free. With a new message “We won the stands! Now let’s win the qualification” we sold all the remaining tickets and registered a new record of participation for the National Stadium.
Describe the success of the promotion with both client and consumer including some quantifiable results
10.000 virtual tickets acquired in 72 hours.
The campaign had over 400 mentions in press, radio, TV and online.
A total reach of 7 million people.
10 million impressions for The Football Federation Facebook pages.
UEFA changed its decision and allowed spectators at the game.
We set a new home attendance record for the stadium: 54.364 fans.
Romania qualified for EURO 2016
Explain why the method of promotion was most relevant to the product or service
„The Reconquered Stadium” was the campaign that actively engaged the community of Romanian soccer fans, using digital media, in the most decisive moment for the qualifying for EURO 2016.
The National Stadium was suspended for the first time in history. The fans were invited to get virtual tickets on the official e-ticket platform and share them on Facebook to prove to the players they are still by their side, despite not being able to be in the stands. Friends were encouraged to join in with every shared ticket.
Fans also submit their profile pictures to decorate all the walls of the locker room of the team during the game and the T-Shirts worn by the team and staff at the press conference. Tens of thousands of fans were thus closer to the players than ever before, despite the suspended stadium.