| Title | #ALL41 |
| Brand | DAZN |
| Product/Service | DAZN |
| Category |
C04. Co-creation & User Generated Content |
|
Entrant
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KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
|
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Idea Creation
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KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
|
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Media Placement
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KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
|
|
PR
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KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
|
|
Production
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KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
|
|
Production 2
|
SKILL MUSIC Hamburg, GERMANY
|
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Production 3
|
DAMIENDAMIEN Hamburg, GERMANY
|
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Additional Company
|
DAZN, PERFORM INVESTMENT GERMANY GMBH Berlin, GERMANY
|
Credits
| 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.