Title	BEHIND THE TEAM
Brand	MICROSOFT
Product/Service	MICROSOFT
Category	D01. Use of Brand or Product Integration into a Programme or Platform
Entrant	MOMENTUM Madrid, SPAIN
Idea Creation	MOMENTUM Madrid, SPAIN
Production	BOSALAY PRODUCCIONES Madrid, SPAIN

Name	Company	Position
Raúl Pérez	Momentum	Executive Creative Director
Dubra Castiñeiras	Momentum	Creative Supervisor
Marta Paris	Momentum	Art Director

The Campaign

All fans are always starving for news, articles, information, and all kind of content about their loved clubs and favorite players. About Real Madrid there are thousands of pages written every week, all of what the players say is examine in TV, radio, internet, press… We needed to break through all this noise, giving fans content that only Microsoft could reveal, and that would increase the passion that fans already feel, extrapolating it, and growing the craving for more to our content and to Microsoft. And what is more attractive and engaging than secrets and hidden details? That is how the creative concept was conceive, we wanted to show all things that make the Real Madrid Club, the humongous and successful team that it is. All little parts, empowered with technology, that adding up to one another build the Club. Al the things, that are: Behind the team.

Creative Execution

Behind the Team is a series of videos of about 1:40 – 2:00 minutes, and are divided into two different categories: how the Microsoft platform bring closer the team to their fans, or the performance of the team and the players. • Goalkeepers: They spend half of their training time in the pitch and other haft in front of a computer. • The Fans: All the technology that bring the team closer to the fans. • Team performance: To be fastest and strongest. • Players Health: Real Madrid medical professionals register, analyze and even predict the health conditions of every player. • Fitness performance: The feet of a footballer can make thousands of different movements and are one of the most important body-parts of the players. • Mobility: Thousands of kilos, one hundred people and a Cloud platform to make it possible. • The Pitch: The condition of the grass is decisive for any game.

• More than 13M views in 112 countries • 67% of views generated organically • 82% of organic engagement • 550Ks of interactions (shares, likes, comments) • 73% ROI • +26% of Media Value

Insights, Strategy and the Idea

Target audience (consumer demographic/ individuals/ organisations); Relevance to platform ; Approach. The Real Madrid Club is the football club with more fans in the world, from over all the globe, all ages, cultures, religions… We needed to find a universal truth, a way to communicate, and something that could be relevant to all of them. Optimizing the media available, keeping costs at minimum, taking advantage of all the partnership’s properties, and with the premise of not interfering with the normal activities of the club and players. Knowing that Microsoft wanted to create a seasonable plan and that video is the most consumed content nowadays, our strategy was clearly to create a series of videos about all the technology used in the club in a normal day