Title | INSTANT WELCOME |
Brand | INTER MEDIA HOUSE |
Product/Service | PLAYER ANNOUNCEMENTS |
Category |
D03. Sports: Digital & Social |
Entrant
|
INTER MEDIA HOUSE Milan, ITALY
|
Idea Creation
|
INTER MEDIA HOUSE Milan, ITALY
|
Idea Creation 2
|
ALKEMY Milan, ITALY
|
Production
|
INTER MEDIA HOUSE Milan, ITALY
|
Production 2
|
ALKEMY Milan, ITALY
|
Credits
Jan Mattassi |
Alkemy digital_enabler |
Creative Supervisor |
Marco Tironi |
Alkemy digital_enabler |
Creative Supervisor |
Demetrio Chirico |
Alkemy digital_enabler |
Copywriter |
Andrea Masciullo |
Alkemy digital_enabler |
Copywriter |
Mauro Breda |
Alkemy digital_enabler |
Art director |
Gianluca Gianelli |
Alkemy digital_enabler |
Art director |
Silvia Galbiati |
Alkemy digital_enabler |
Content Specialist |
Federico Spagnolo |
Alkemy digital_enabler |
Social Media Manager |
Federico Magnani |
Alkemy digital_enabler |
Analyst |
Roberto Scarpini |
FC Internazionale Milano |
Head of Inter TV |
Jacopo Pulcini |
FC Internazionale Milano |
Account Manager |
Why is this work relevant for Entertainment?
With the Instant Welcome video series, online sentiment switched from expecting a new player to expecting a new player in order to see a new Welcome Video, thus raising expectations and creating a new benchmark for football transfer market announcements in Italy and Europe.
Background
Inter Media House is quickly growing and becoming the football team content editor with the most impact. But to stay on top, it is important to keep being innovative. The right moment came about after Inter qualified for the Champions League for the first time in seven years and bought Radja “The Ninja” Nainggolan from AS Roma.
The objective was to celebrate the new signing with premium content that would be appealing to fans and non-fans alike in order to establish Inter as a global brand.
There is, however, one key problem: negotiations are such a delicate matter that we might only know about the new player a few days before they are signed or, in the worst-case scenario, on the same day, so planning of the production was crucial.
Describe the creative idea
Inter’s Instant Welcome is a real-time video series to introduce a new player in a non-football context using premium content, with this happening together with the official announcement.
Describe the strategy
Sports clubs already have the attention of their fans. But to further establish Inter as a global brand, our strategy had to aim at the widest audience possible and combine this with impressive output. Transfer market campaigns are characterised by traditional press conferences and social media coverage that only plays a supporting role. But before that, there are only rumours. There is virtually no time to produce quality content: we usually only get one to three days. To be innovative when a new player makes their first public appearance as an Inter player, we have to be quick. We therefore designed an agile production approach so that we were able to shoot an original video featuring each new player, with this video then being released along with the official announcement, traditional press release, official photo or press conference video.
Describe the execution
On average, the time span from the official agreement to the signing of the contract and first public appearance of the player is 1 to 3 days. This is the time we have to write a script for each video as well as shoot and edit it. There is an added difficulty: players are not readily available and new players even more so. So for each production, we had to forsee a maximum player commitment of 20 minutes.
Release timeline:
26 Jun: Radja Nainggolan
30 Jun: Matteo Politano
4 Jul: Lautaro Martinez
10 Jul: Kwawdo Asamoah
11 Jul: Stefan De Vrij
2 Aug: Šime Vrsaljko
16 Aug: Keita Baldé
The videos appeared on Facebook, Instagram and Instagram Stories with behind-the-scenes content on Instagram TV and Dugout.
Describe the outcome
7,5+ M video views
100+ M impressions
200,000 new followers on Instagram
+130% fanbase growth compared to same period, 2017
Less than €400 media budget