| Title | BEKO GLOBAL FAN WAVE |
| Brand | BEKO |
| Product/Service | FC BARCELONA SPONSORSHIP |
| Category |
A09. Sponsorship or Partnership Campaigns |
|
Entrant Company
|
McCANN ISTANBUL, TURKEY
|
|
Advertising Agency
|
McCANN ISTANBUL, TURKEY
|
Credits
| Ugur Cakir |
Mccann Istanbul |
Chief Creative Officer |
| Kaan Ayce |
Mccann Istanbul |
Chief Innovation Officer |
| Serdar Bilginer |
Mccann Istanbul |
Art Director |
| Kerem Ceteci |
Mccann Istanbul |
Copywriter |
| Deniz Agah |
Mccann Istanbul |
Copywriter |
| Elvan Deniz |
Mccann Istanbul |
Art Director |
| Caglar Ciftpinar |
Mccann Istanbul |
Project Manager |
| Cemil Hasimi |
Mccann Istanbul |
Social Media Director |
| Dani Kohen |
Mccann Istanbul |
Social Media Manager |
| Sencer Yalcin |
Mccann Istanbul |
Motion Designer |
The Brief
Creating awereness of Beko partnership and sponsorship with FC Barcelona on FC Barcelona fans. Beko needs a huge celebration because of the deal.
Campaign Success
We made a call for global fan wave with a video through digital platforms. Then we use FC Barcelona's social channels with more than 100 million followers to spread our message even further. Fans from all around the world visited BekoGlobalFanWave.com through web and mobile site to record their own fan waves. Throughout the campaign we kept the conversation alive by creating short videos of best fan waves. At the end, we choosed the best fan waves and turn them into a mexican wave by showing them side by side on LED screens in CampNou during El Clasico.
Describe the success of the promotion with both client and consumer including some quantifiable results
The game is watched 500 million people worldwide. Fan waves across 135 countries. 7656 user generated videos. 10.3 million unique people reached. 55.3 million impression. 7.2 million total engagement. 03.47 average time spent on site. $9.7 million PR coverage.
Explain why the method of promotion was most relevant to the product or service
As a brand, Beko believes in being a team and its unifying power. However, from Ferguson to Ukraine the world faced too many clashes. Therefore, Beko wanted to use El Clasico, the biggest football club game between Real Madrid and FC Barcelona that is watched by 500 million people ever year, to showcase how magnificent we are when we unite. To achieve this, we choose a universal movement that unites the whole stadium: Mexican Wave! And then we made a call for the world's first global fan wave that happened on LED screens around the pitch during El Clasico.