Title	THE SECOND-HAND NEW JERSEY
Brand	ACCOR ALL
Product/Service	PARIS SAINT-GERMAIN'S NEW JERSEY
Category	E02. Sponsorship & Brand Partnership
Entrant	WE ARE SOCIAL Paris, FRANCE
Idea Creation	WE ARE SOCIAL Paris, FRANCE
Production	WE ARE SOCIAL Paris, FRANCE

Name	Company	Position
Nicolas Duménil	WE ARE SOCIAL	Creative Director
Paul Grange	WE ARE SOCIAL	Art Director
Simon Rizo	WE ARE SOCIAL	Copywriter
Cécile Ousset	WE ARE SOCIAL	Head of Production
Annabelle Claverie	WE ARE SOCIAL	TV Producer
Jean-Baptiste Bourgeois	WE ARE SOCIAL	Head of Strategy
Vanessa SAYARATH	WE ARE SOCIAL	Group Account Director
Olivia Chillian	WE ARE SOCIAL	Consultant

Why is this work relevant for Brand Experience & Activation?

All, the recently launched loyalty and rewards program of Accor hotel group must regularly promote the advantages it offers. To do so, it relies on exclusive partnerships, like the one with Paris-Saint-Germain. For the release of the 3rd jersey, in collaboration with Jordan Brand, All wishes to make an impression and to demonstrate the kind of disproportionate privileges it offers, proposing an original experience and a money cant buy reward. Idea: to offer not just the jerseys but the jerseys already worn by the players themselves and to do it on a luxury second hand platform: Vestiaire Collective.

Background

Accor loyalty program ‘ALL’ (Accor Live Limitless) is the main sponsor of the world famous football team PSG. A team counting legendary players like Lionel Messi, Neymar Jr or Kylian Mbappe. But despite such a sponsorship, nobody is aware of all the exclusive services and limitless rewards ALL is offering as a loyalty program. So how can we make everyone aware and make them want to join it, while reinforcing the cultural brand affinity? By taking advantage of a special and highly anticipated event for PSG fans...the Ligue des Champions! To promote the benefits of ALL loyalty program and demonstrate the added value of its new, more modern approach to hospitality, Accor decided to reveal the team's new jersey in a very original way, like getting the new team jersey worn for the first time by the PSG players during their match in the Ligue des Champions.

Describe the creative idea (20% of vote)

To highlight the exceptional privileges offered by ALL, the brand and its agency developed a campaign for the much-awaited launch of the new French team Paris Saint-Germain jersey, to make available the “Holy Grail” of all soccer fans: the new jersey, already worn by the players themselves during a Champions League match. Instead of launching the new jersey in a classical way, Accor ALL has chosen a second-hand platform by partnering exclusively with Vestiaire Collective. An alternative distribution channel, original for such an international launch, and in line with the current zeitgeist. Moreover, a perfect illustration of what an exclusive ALL privilege can represent...

Describe the strategy (20% of vote)

PSG fans are used to promotional contests and rewards, always a bit the same, jerseys, tickets, scarves, so if All invites itself in the game to offer an experience and prizes to the fans it has to be at the height of the program: exceptional and out of the ordinary. It is strategically essential to represent the program's high standards and to offer real privileges, not just gifts. It is strategically important to be as close as possible to the dreams of the supporters and to touch their hearts by offering them something that has never been offered before. Accor ALL is offering the public the chance to win the brand new PSG jersey. But not just any jerseys... those already worn by the team during their inauguration the day before, during a Champions League match.

Describe the execution (30% of vote)

The campaign lasted 1 week and was launched on 20 October 2020. In term of Accor ALL chose the second hand, by associating exclusively with the platform specialized in luxury items, Vestiaire Collective: an alternative distribution channel, original for such an international launch, and which is in line with the times.

List the results (30% of vote)

The campaign generated over 838M potential international reach (over 792M PR reach). The campaign targeted several countries, including France, UK, Germany, USA, Argentina, China, Hong Kong, Thailand and Indonesia. It included influence activation in some countries, which generated over 703K impressions internationally. The #Thesecondhandnewjersey activation has generated the most earned and owned reach for several months for Accor ALL.