Title | TRANSFER THE FAN |
Brand | BUNDESLIGA |
Product/Service | FANHOOD OF THE BUNDESLIGA |
Category |
A08. Leisure |
Entrant
|
DUVAL GUILLAUME Brussels, BELGIUM
|
Idea Creation
|
DUVAL GUILLAUME Brussels, BELGIUM
|
Media Placement
|
DFL DIGITAL SPORTS Cologne, GERMANY
|
Production
|
ADULT IMAGE Brussels, BELGIUM
|
Credits
Koenraad Lefever |
Duval Guillaume |
Creative Director |
Dries De Wilde |
Duval Guillaume |
Creative Director |
Arnaud Bailly |
Duval Guillaume |
Creative |
Kareld De Mulder |
Duval Guillaume |
Creative |
Dorien Van Antwerpen |
Duval Guillaume |
Account Manager |
Jessica Danese |
Duval Guillaume |
Account Director |
Marc Van Buggenhout |
Prodigious |
TVC Producer |
Erik Bulckens |
Adult |
Director |
Tatiana Pierre, Charles Kinoo, Brechje Depourcq |
Adult |
Producers |
Pieter Van Alphen |
Adult |
DOP |
Simone Rau |
Adult |
Editor |
Why is this work relevant for Brand Experience & Activation ?
With 'The Loyalty Test'-campaign, we decided to put 3 football fans to the test during the annual winter break of the football season. Whilst teams have a lot of money to bring in new star players during this period, we however setup a stunt to bring in new fans.
Background
The Bundesliga is Germany's primary football competition, the football league with the highest average stadium attendance worldwide and watched by millions of football fans around the world. During 3 weeks of winter, the competition is interrupted and attention shifts towards the transfer window (‘mercato’) with clubs willing to offer a lot of money for star players to change colors.
Describe the creative idea
During a 'loyalty test', we made fake football agents offer 3 die-hard fans of the most popular Bundesliga clubs a lucrative transfer from their team to a rival club. A hidden-camera stunt to illustrate the love, passion and dedication supporters have for their club – something money can’t buy.
Describe the strategy
The campaign objective was to activate the global football loving community around the restart of the Bundesliga season after winter break.
Within this context, we used the official Bundesliga Facebook page as a central element in the campaign. It allowed us to divide and tailor distribution of our video content towards a primary specific group of fans of all the Bundesliga clubs, and a secondary broad target group of football fans all over the world.
Describe the execution
The stunt took place in business hotel in Düsseldorf, 3 die-hard fans were invited for a "TV interview" about fan loyalty but walked into a hidden-camera prank. They were offered to switch teams and be ambassador of their most rival club. They were offered big amounts of money and even a car.
The whole prank was filmed by 8 different cameras, with fellow supporters and friend also being in on the prank.
List the results
With the ‘Loyalty Test’ we made a compelling piece of entertainment, newsworthy to publish in times in a period where big transfers make the headlines.
- Globally over 130 million fans engaged with the campaign.
- Bundesliga gained 1 million new fans on their Facebook page.
- The film was commented over 160.000 times.