| Title | SWISSCOM TV PLAYOFF HACK |
| Brand | SWISSCOM |
| Product/Service | SWISSCOM TV |
| Category |
A17. Innovation in Entertainment |
|
Entrant
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REPUBLICA Bern, SWITZERLAND
|
|
Idea Creation
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REPUBLICA Bern, SWITZERLAND
|
|
Media Placement
|
REPUBLICA Bern, SWITZERLAND
|
|
Production
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TOPFUEL MEDIA, SWITZERLAND
|
Credits
| Chris Morgan |
Republica AG |
Creative Direction |
| Bala Trachsel |
Republica AG |
CEO |
| Fabio Stüssi |
Republica AG |
Account Director |
| Matthias Kallen |
Top Fuel Media |
Film Production |
| Jürg Kallen |
DEF Kallen GmbH |
Live Direction |
| Melvyn Buss |
Melvyn Buss |
Sound design / SFX |
| Andreas Szentkuti |
Republica AG |
Creative Direction |
| Julien Joliat |
Republica AG |
Motion Designer |
| Patrick Baumann |
Cloudscape GmbH |
Animation |
| Patrizio Pivirotto |
Swisscom AG |
Head of Marketing |
| Raphael Schläppi |
DIGITAL CINEMA |
Camera |
| James Lao |
Swisscom AG |
Communications manager |
| Nora Müller |
Republica AG |
Consultant |
| Michael Bruderer |
screenpro AG |
Technics |
The Campaign
Our idea : create an unprecedented live ad in the right context to show what Swisscom TV has to offer to hockey fans. Aiming right at the heart of our target group.
So we surprised 17 000 hockey fans at a playoff game with a unique 3D-projection featuring a live hockey player.
He became the hero of an interactive storyline inspired by blockbuster movies, climaxing with the message Swisscom TV 2.0 – where great entertainment meets great hockey.
Creative Execution
Our pre-game live ad was staged March 5 at the first playoff quarterfinals home game of SC Bern in Switzerland’s biggest hockey stadium, holding 17 000 spectators.
Swisscom used the new Facebook Live-feature to broadcast it live and
released videos of the stunt shortly after it on social media. And of course, all existing subscribers of Swisscom TV saw it live on TV.
We invited the press to the game for news coverage and cooperated with the Swiss Hockey League to increase interest and reach.
Results during the event:
- 17 000 thrilled live spectators
- 60 000 Facebook Live-streamings
Results after the event:
- 2 000 000 online views in Switzerland (a quarter of our population)
- Multiplied traffic on the product website
- 33 000 000 online views and 500 000 shares all over the world
- Domestic and international news coverage
- Featured on countless hockey fansites, sports and fun blogs
We outscored Swisscom’s goal of a total of 500 000 online views only days after the event.
Swisscom TV’s Live Sport offer became widely known in Switzerland – not only among hockey fans.
The «Playoff Hack» became the most viral Swisscom ad ever – bringing the brand and its affinity for Live Sports to the attention of millions.
The innovative ad was widely praised for setting a new standard in pre-game creativity, confirming the brand’s innovativeness.
Swisscom TV 2.0 offers blockbuster movies as well as Live Hockey. We advertised it mixing those ingredients in an unprecedented and highly entertaining way.
Our idea: create a uniqe live ad that is part hockey pre-game show and part blockbuster movie. Letting the audience truly experience the range of the program.
So we surprised 17 000 fans at a playoff game with a spectacular, cinematic 3D-projection featuring a real hockey player.
The innovative fusion connected instantly with the live audience. And a quarter of Switzerland’s population and millions more all over the world watched the online video.
Our srategy was to use the most cherished element among our target group (hockey players) and the thrill of a pre-game show to convey the product message both credibly and entertaining.
The fact that hockey is big in Switzerland but pre game show’s aren’t, played into our hands.
By designing a new kind of interactive pre-game projection involving a real player into a 3D movie plot, we wanted to deliver a spectacular experience matching the product.
By staging it at a playoff game in Switzerland’s biggest hockey stadium, we engaged with the largest possible congregation of hockey fans in perfect context.
But we didn’t only want to thrill the live audience with Swisscom TV. By designing the ad to be an entertaining sport feat including a player of a famous team, we increased its chance to spread througout the hockey community.