Award Winner
CHALLENGE
NIVEA FOR MEN wanted to strengthen the association between their brand and their sponsorship of the England football team ahead of Euro 2012. So we were asked to create a digital campaign based on their ‘Preparation is Everything’ positioning.
The solution was the Great Football Experiment. A genuine experiment, its aim was to see if world-class FA training and coaching from the likes of England legends: Terry Venables, Ray Wilkins and Ray Clemence could turn an average Sunday league team into a one capable of beating a team of ex-England professionals.
Over 350 amateur teams took part nationwide. Three teams with the right attitude, drive and commitment were short-listed. Then it was down to a public vote to decide who should take part in the Great Football Experiment – Essex lads Ivory FC came out on top, and then the real work began. Months of preparation and training from the same world-class coaching and support as the England squad, the package also included support from top physios, advice on nutrition, new Umbro kit AND a chance to put themselves to the test against a team of genuine England Legends.
The solution was the Great Football Experiment. A genuine experiment, its aim was to see if world-class FA training and coaching from the likes of England legends: Terry Venables, Ray Wilkins and Ray Clemence could turn an average Sunday league team into a one capable of beating a team of ex-England professionals.
Over 350 amateur teams took part nationwide. Three teams with the right attitude, drive and commitment were short-listed. Then it was down to a public vote to decide who should take part in the Great Football Experiment – Essex lads Ivory FC came out on top, and then the real work began. Months of preparation and training from the same world-class coaching and support as the England squad, the package also included support from top physios, advice on nutrition, new Umbro kit AND a chance to put themselves to the test against a team of genuine England Legends.
This bunch of below average Essex lads were taken on quite the extraordinary sporting journey.
Fans were encouraged to watch Ivory FC’s adventure on the dedicated website and follow the action on Facebook.
AWARDS
Sport Industry Awards 2012: Best Use of Digital Communications in Sport
Hollis Sponsorship Awards 2012: Digital Activation
Fans were encouraged to watch Ivory FC’s adventure on the dedicated website and follow the action on Facebook.
AWARDS
Sport Industry Awards 2012: Best Use of Digital Communications in Sport
Hollis Sponsorship Awards 2012: Digital Activation
RESULTS
We earned an audience of almost 3.5 million in social media, emotional brand tracking scores grew significantly in emotional connection during the campaign period, as did market share in our key trade partner.
CALL FOR ENTRY
Sunday League teams signed up on social
MICROSITE
Fans took a deep dive into the player info on the website and followed the developments via regular webisodes.
SOCIAL CAMPAIGN
Fans were kept up to date on the facebook page where they could get involved in the banter.
