Title | CALCULATING HOPE |
Brand | MASTERCARD TURKEY |
Product/Service | MASTERCARD |
Category |
D04. Brand Integration & Sponsorship / Partnership |
Entrant
|
MASTERCARD Istanbul, TURKEY
|
Idea Creation
|
4129GREY Istanbul, TURKEY
|
Media Placement
|
CARAT MEDYA Istanbul, TURKEY
|
PR
|
BERNAYLAFEM Istanbul, TURKEY
|
Production
|
MAHMUT KALYONCU İstanbul, TURKEY
|
Post Production
|
MAHMUT KALYONCU İstanbul, TURKEY
|
Additional Company
|
STATS PERFORM USA, USA
|
Credits
Alemşah Öztürk |
4129Grey Advertising Agency |
CEO & CCO |
Leslie Krespin |
4129Grey Advertising Agency |
VP of Strategy Planning & Client Services |
Ahmet Terzioğlu |
4129Grey Advertising Agency |
Creative Director |
Bilal Öztaş |
4129Grey Advertising Agency |
Copywriter |
İpek Şurdum |
4129Grey Advertising Agency |
Art Director |
Gürkan Akkurt |
4129Grey Advertising Agency |
Copywriter |
Zeynep Özdoğan |
4129Grey Advertising Agency |
Strategic Planner |
Melis Erduran |
4129Grey Advertising Agency |
Brand Director |
Buket Törin |
4129Grey Advertising Agency |
Brand Manager |
Yaşar Eser |
4129Grey Advertising Agency |
Creative Operations Director |
Umut Gülbayrak |
4129Grey Advertising Agency |
Project Manager |
Soner Saygılı |
4129Grey Advertising Agency |
Social Media Group Head |
Didem Dezer |
4129Grey Advertising Agency |
Digital Creative Group Head |
Arif Yüksel |
4129Grey Advertising Agency |
Digital Art Director |
Selin Saka |
4129Grey Advertising Agency |
Digital Art Director |
Gülşah Batıbeki Güler |
4129Grey Advertising Agency |
Head of Production |
Kasım Bektaş |
4129Grey Advertising Agency |
Agency Producer |
Sezgin Saka |
4129Grey Advertising Agency |
Agency Producer |
Mahmut Kalyoncu |
Mahmut Kalyoncu Company |
Motion Artist |
Duncan Alexander |
Stats Perform |
Co-Editor in Chief Opta/Stats Perform Data Analyst |
Why is this work relevant for Entertainment?
We changed the meaning of sponsoring the UEFA Champions League which is one of the biggest entertainment activities. We made our sponsorship by presenting it to the audience as entertainment content. By calculating the hope behind the comebacks in Champions League history, we stimulated both curiosity and hope in the audience’s perspective. As a sponsor, we wanted to do more than just the appearance of our logo, and we took communication one step further by reconstructing the consumer's connection with the UCL.
Background
The pandemic has changed our lives entirely. We got anxious for our loved ones, our finances, and our health. We had to stay away from our daily habits. Meanwhile, sports and mostly football was one of our passions that we had to stay away from during this period. As the official sponsor of the 2021 UEFA Champions League, we wanted to remind the audience of the most beautiful feeling, that is, Hope. After long months of despair, our aim was to revive and protect their hopes about sports and its future.
Describe the creative idea
The first question before us was: "Can hope be calculated?" We aimed to show the answer to this question by using scientific methods and to prove the power of data-driven storytelling in the world of brand communication. For this reason, we thoroughly focused on the legendary comeback stories where each of them is a milestone in the history of the UEFA Champions League. We decided to prove that these comebacks are actually a showcase of hope for all fans even in the most desperate moments where the odds to win mathematically are very low. We set out to show how hope can change everything and turn the loser into a winner in a situation where the losing side has only 0.8% probability of winning the match.
Describe the strategy
Together with Stats Perform, the world's leading sports data company, we have created a special model to calculate the probability of comebacks. Artificial intelligence gave us the probability of the comebacks after processing the data set consisting of dozens of different data titles. In these probabilities the following elements were considered; Current forms of the teams / Forms of the players / Global strength rankings of the teams / Home advantage / Past games between teams / Foul / Red card / Away goals rule / Current score of the match / Situation in the two-legged series / Time remaining in the match or series / “OPTA Expected Goals (xG)” percentages of the teams / Shots on target / Passing percentages.
Describe the execution
After calculating the legendary return probabilities, we've turned the minute-by-minute comeback odds and stories of each match into a digital experience at the priceless.com website. We launched our campaign film to announce our idea. We created Spotify spots and social media content from those legendary comeback stories. We integrated trivia quiz about UCL into the broadcast of famous sports network beIN SPORTS who broadcasts the UCL matches in Turkey. It was also featured on an European talk show on the renowned football platform GOAL’s YouTube channel. Together with Turkey's coolest sports media company Socrates Magazine, we have prepared a Mastercard UEFA Champions League special "Comeback" issue and the "Priceless " series on YouTube.
Describe the outcome
Our campaign has been translated into English, Spanish, French, and German and rolled out across Europe. The campaign had 11 million unique views only on Youtube, a total of 30 million reach on social media with over 50.000 interactions on across all social media channels. Socrates Magazine also met the target audience directly with over 400 thousand reach and 10 thousand interactions. We succeed also with beIN SPORTS banners which had over 1 million reach. The official sponsor of the UEFA Champions League, Mastercard, continued to maintain the freshness of hope by proving it with data and claimed that there is always hope, even in the most difficult times.