CLIO Award Winner
THE CHALLENGE
SAP are Manchester City’s technology partner – they provide real-time analytics to coaches and players, transforming performances on the pitch, and give fans the juicy football stats they crave. We needed to create a campaign that engaged with City fans, helping them understand the value SAP bring to their team, and how they’re responsible for fuelling fans’ stat passion. Making Man City fans, smarter fans.
IDEA
‘Who’s the Blue?’ put this love of stats to the test – disguising 4 football superstars in full-body morphsuits and challenging fans to guess their identities based only on their stats, for the chance to win big.
AWARDS
Plus the campaigns creativity and success impressed the awards judges at Clio, ESA, Brand Film Festival, Sports Sponsorship, The Drum, Creativepool and The Football Business Awards.
THE SOCIAL CAMPAIGN
11 Videos over 7 days
RESULTS
With over 11.6M total video views and reach of over 45.3M, the campaign captivated the fans, connecting SAP with millions of people worldwide who now understand the value that the brand brings to their football club.
THE PLAYERS
WHO'S THE BLUE? PLAYER VIDEO EXAMPLE
RAHEEM STERLING REVEAL
BERNARDO SILVA REVEAL
ROLE - Creative Director
Production - Burger Films. Raw Post. Dojo Film House.
STADIUM ACTIVATION
The Etihad Stadium in Manchester is home to Man City, this is their fans' playground. It's the perfect place to engage them in the flesh and beef up their fan cred with player stats prior to them competing with their friends in the stadium seats for the title of 'Footy Knowledge Champion'.
THE CITY PULSE WALL
