#ALL41

Short List
ClientDAZN
Category C04. Co-creation & User Generated Content
Title#ALL41
Product/ServiceDAZN
Entrant KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Media Placement KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
PR KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Production KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Production 2 SKILL MUSIC Hamburg, GERMANY
Production 3 DAMIENDAMIEN Hamburg, GERMANY
Additional Company DAZN, PERFORM INVESTMENT GERMANY GMBH Berlin, GERMANY
Credits
Name Company Position
Philip Tutmann DAZN / Perform Group GmbH VP Marketing
Felix Willikonsky DAZN / Perform Group GmbH Head of Social DACH
Frederik Koch DAZN / Perform Group GmbH Head of Sports
Frederik Harder DAZN / Perform Group GmbH Producer Basketball DACH
Tobias Grauel DAZN / Perform Group GmbH Content Marketing Manager
Fabian Frese Kolle Rebbe GmbH Chief Creative Officer
Thomas Knüwer Kolle Rebbe GmbH Executive Creative Director
Marco Obermann Kolle Rebbe GmbH Creative Lead
Christoph Bielefeldt Kolle Rebbe GmbH Creative Lead
Alexander Michaelsen Kolle Rebbe GmbH Creative Director
Jan Vierig Kolle Rebbe GmbH Account Supervisor
Lea Zaydowicz Kolle Rebbe GmbH Account Manager
Andreas Knapp Kolle Rebbe GmbH Art Director / Concept
Tim Keller Kolle Rebbe GmbH Strategic Planner
Christopher Tychsen Kolle Rebbe GmbH Agency Producer
Jan-Ole Brendel Kolle Rebbe GmbH Agency Producer
Lore Glander Kolle Rebbe GmbH Production Manager
Alice Feja Kolle Rebbe GmbH Art Buying
Falko Tilgner Kolle Rebbe GmbH VFX/Supervisor/Lead
Andreas Teichert Kolle Rebbe GmbH Telecine/Colourist
Michael Multhoff Freelance Director of Photography
Alexander Daab Freelance Assistant Camera
Ole Wiedemann Freelance Editing
Torben Brüggemann Skill Music Audio Engineer
Jay Tuck Skill Music Speaker
Ian O'Brien-Docker DamienDamien Composer
Billy Ray Schlag DamienDamien Composer
Sebastian Zenke DamienDamien Composer

Why is this work relevant for Direct?

We promoted Dirk Nowitzki’s final NBA game, which was exclusively broadcasted on sports streaming network DAZN. The only way German fans could watch their hero play his last match was to sign up for the sports streaming service.

Background

Dirk Nowitzki is the greatest German athlete of all time. He’s not only known for a legendary career, but also for his loyalty and sportsmanship. He’s the only NBA player in history to play for just one team for his entire career – 21 years. In order to promote his last NBA game ever, German sports broadcaster DAZN tasked us with taking over Germany’s conversation around Dirk’s last game.d Dirk’s last game.

Describe the creative idea (30% of vote)

Dirk Nowitzki played for the Dallas Mavericks for 21 years. All this time, it was “one for all”. To celebrate his long-lasting career, we turned “one for all” into #ALL41. This way, his jersey number 41 became the perfect symbol to pay this tribute. #ALL41 started a social movement that made his last game a must-see for every German sports fan.

Describe the strategy (20% of vote)

By creating the most engaging hashtag around Dirk’s last game, we were able to dominate the social conversation and spread our message far beyond our own advertisements. Thanks to the buzz that the hashtag #ALL41 generated, we made his final match a must-see for every German sports fan.

Describe the execution (20% of vote)

The digital campaign kicked off with an online film promoting our hashtag #ALL41 and Dirk’s last game on DAZN – the only place where German fans could watch it. Then, specially designed #ALL41 jerseys were sent out to Germany’s biggest sports stars like Mario Götze and Marc-André ter Stegen. They paid tribute to Dirk on their social media channels and asked their fans to join. And their fans did. But fans weren’t the only ones paying tribute: media outlets, influencers, politicians and even brands used our hashtag to thank Dirk. Making #ALL41 Twitter’s #1 trending topic and helping us to promote the last game all across Germany.

List the results (30% of vote)

For an entire week, #ALL41 was the most talked-about sports topic in Germany. Every relevant German media outlet, dozens of influencers, countless fans and Germany’s biggest sports stars used #ALL41 to pay tribute to Dirk. The hashtag became Twitter’s #1 trending topic in Germany. Besides over 32 million media impressions, the campaign generated more than 4.6 million social interactions. Thanks to the social buzz that #ALL41 generated, Dirk Nowitzki’s last game had 5,800% more viewers than an average NBA game broadcast on DAZN. Showing Dirk that a whole nation stood behind him on this special night.