BLACK EAGLE OF THE FUTURE
| Title | BLACK EAGLE OF THE FUTURE |
| Brand | VODAFONE |
| Product/Service | SPONSORSHIP |
| Category |
D03. Sports: Digital & Social |
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Entrant
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PLASENTA CONVERSATION AGENCY Istanbul, TURKEY
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Idea Creation
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PLASENTA CONVERSATION AGENCY Istanbul, TURKEY
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Idea Creation 2
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Y&R TEAM RED ISTANBUL, TURKEY
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Idea Creation 3
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C-SECTION Istanbul, TURKEY
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Media Placement
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MINDSHARE TURKEY Istanbul, TURKEY
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Credits
| Omer Nacakli |
Plasenta |
Copywriter |
| Fatih Tuyluoglu |
Plasenta |
Creative Director |
| Erkan Kaya |
Team Red |
Creative Director |
| Alaz Ceren Gönüllü |
Mindshare |
Digital Media Planning |
| Melik Atalay |
Team Red |
Copywriter |
| Ayse Aydin Erdogan |
Team Red |
Executive Creative Director |
| Ebru Ulucinar |
Team Red |
Productor |
| İlker Dagli |
Team Red |
Creative Director |
| Serra Akyel |
Team Red |
Strategic Planning |
| Kubra Sabanci |
Team Red |
Account Manager |
| Deniz Ozder |
Team Red |
Account Manager |
| Ege Oztayfun |
Team Red |
Art Director |
| Sezin Ozcelik Gunes |
Team Red |
Account Manager |
| Yener Namaz |
C-Section |
Copywriter |
| Omer Kilavuz |
C-Section |
Account Manager |
| Oguzcan Pelit |
C-Section |
Art Director |
| Musa Balta |
C-Section |
CTO |
Why is this work relevant for Entertainment?
In Turkey, one of the biggest part of entertainment is sports, especially football. According to recent research, 72% of population is interested in football and 55% of population says “Football is important for our life.”
As the main sponsor of Besiktas, one of Turkey’s biggest clubs, Vodafone wanted to realize children’s dreams and introduce new talent to the youth team by creating equal opportunity through digital platforms. In addition, by investing in the team’s future, Vodafone wanted to increase loyalty among Besiktas fans, who are part of the loyalty program called Vodafone Black Eagle Movement.
Background
Situation:
Although Turkey is a football-focused country, it ranks in last place among European countries that produce new local talent. And despite the fact that many Turkish children dream of being a football player in a big club, they can’t find the right platform to demonstrate their skills.
Objectives:
1. Turn youth’s dreams into reality by offering them a gateway to become a footballer.
2. Provide children equal opportunity to reach public and club scouts by Vodafone digital platforms.
3. Create an exclusive Vodafone Black Eagle Movement that invests to the future of the club.
Describe the creative idea
We created the world’s first digital scouting project, Black Eagle of the Future. Children(8-13 years old) from all across Turkey uploaded their videos on the website and mobile app for the chance to picked for Besiktas youth team.
Vodafone Black Eagle Movement members voted kids’ videos and most voted videos were eligible the regional tryouts. After the tryouts, most successful kids played final at Besiktas Vodafone Park stadium. 9 kids joined the youth team of Besiktas.
Describe the strategy
There are many talented kids who played football at all over Turkey. So we needed to reach out to these kids and especially their families, many of whom were not living in metropolitan areas. That’s why our campaign needed to create nationwide awareness and motivate all football fans to find local talents.
Divided into 5 phases, we used conventional media to reach mass awareness, while we used digital and social media to drive video uploads and voting by city-based targeting in 81 cities. The regional tryouts and the final game was broadcasted on Turkey’s biggest news channel NTV, helping us increase awareness. Videos uploaded by Vodafone users were voted by members of Vodafone Black Eagle program and regional tryouts were made by Besiktas Academy trainers in 7 regions. After the final game at Besiktas Vodafone Park stadium, the most successful children earned the opportunity to join the youth team.
Describe the execution
Black Eagle of the Future, was a 7-month long project, providing an opportunity equality for the youth in Turkey. In the first step of the project, the parents uploaded their kids’ video, playing football, to the website. Then, in 7 cities, elections took place with Besiktas JK’s scouts and in the final, 9 kids were selected to the Besiktas youth setup.
To establish a long-termed communication for the project, we partnered with Dogan Media Group with its sports news and spokepeople, specialized in sports. With the help of the partnership, 8 programs were broadcasted from the cities where the elections took place.
Also, Dogan and its spokepeople provided us a support on social media to further communicate the project.
On social media, 19.6M unique reach were reached to 13 to 55 years old age range on football interested especially parents target audience. In overall campaign, we reached 44 million people.
Describe the outcome
Players Picked For Besiktas Youth Team: 9
New Talents Discovered: 4267
Total Number Of Votes: 58293
Total Views Of Uploaded Videos : 4895886
PR Value: 100+ Channels