Allianz: Amateur Replay

Credits & Description:

Agency: Ogilvy & Mather Singapore
Brand: Allianz
Country: Singapore
Advertising Agency: Ogilvy & Mather Singapore
Entrant Company: Ogilvy & Mather Singapore
Media Agency: Ogilvy & Mather Singapore
Pr Agency: Ogilvy & Mather Singapore
Production Company: Ogilvy & Mather Singapore
Additional Company: Ogilvy & Mather Singapore
Regional Vice President Technology, Ogilvyone A/P: Chandra Barathi (Ogilvy & Mather Singapore)
Manager: Daniel Lopes (Silence)
Chief Creative Officer: Eugene Cheong (Ogilvy & Mather Singapore)
Director: Roslee Yusof (The Prosecution Film)
Managing Partner: Chelsea Radford (Ogilvy & Mather Singapore)
Integrated Strategic Planning Lead: Faraaz Marghoob (Ogilvy & Mather Singapore)
Innovation Partner: Marc Violo (One Kind Asia)
Motion Graphics: Thiago Barros (Thiago Barros)
Agency Producer: Alvin Chin (Ogilvy & Mather Singapore)
Art Director: Marcos Gemal (Ogilvy & Mather Singapore)
Senior Copywriter: Fabio Montero (Ogilvy & Mather Singapore)
Agency Producer: Justine Hazlett (Hogarth & Ogilvy)
Group Account Director: Andrea Vennhaus (Ogilvy & Mather Singapore)
Copywriter: Augustus Sung (Ogilvy & Mather Singapore)
Manager: Dudu Lopes (Silence)
Account Manager: Kaylie Ong (Ogilvy & Mather Singapore)
Executive Creative Director: Nicolas Courant (Ogilvy & Mather Singapore)
Planning Director: Owen Dowling (Ogilvy & Mather Singapore)
Creative Director: Ross Fowler (Ogilvy & Mather Singapore)
Execution:
The AAR needed to be easily deployed at any location. It was designed to be modular so it could be situated outside of a contained space without affecting gameplay, yet be able to fit through nets surrounding these spaces for unobstructed recordings. Branded display boards ensured all footage created and shared had the Allianz branding.In the 3-month pilot phase, a total of 20 AAR recording systems were deployed in popular pitches in major cities including Munich, Bangkok, Singapore, Taipei and Seoul (4 in each city). This allowed us to gauge public interest and make any enhancements to improve user experience of the technology.Come July 2016, production of the AAR will be expanded and made available at the several Allianz Junior Football Camps held in 37 countries worldwide. Toolkits comprising the disassembled AAR as well as an instructional video have been distributed to Allianz’ global offices for implementation.
Campaign Description:
We created the Allianz Amateur Replay (AAR) – the first-ever automated recording system for amateur footballers, which captured their best goals on footage, sent it to them and gave these players something to brag about on social media. The AAR is an innovative tool comprising multiple devices connected in an ecosystem: twin cameras that constantly record both halves of the field, accelerometer-embedded sensors that are fitted onto the nets and an AAR mobile web app that players had to register/login before their match. Every time a goal is scored, the sensor on the net detects unique motion and pings the corresponding camera to log the last 20s of footage, which is sent directly to the players’ registered email. After which, they can choose to share these videos as branded content on their social media. Parents could also use the mobile web app to save match highlights after it happens.
Synopsis:
Football is a pretty big deal for Allianz. They sponsor some of the biggest stadiums in the world – the Allianz Arena in Munich, the Allianz Park in London and the Allianz Riviera in Nice to name a few. Over the years, Allianz has become more than just an insurance company; they’ve become a household name in professional football. As part of their commitment to the game, Allianz also gives young amateur players from every continent the opportunity to train together and meet their idols at their yearly Allianz Junior Football Camp. But unlike their massive popularity in professional football, they have yet to establish that kind of foothold in the less talked-about world of amateur football.The task was to come up with an innovative solution that would help Allianz elevate their reputation in the space of amateur football and grow its overall brand equity in the world’s favorite sport.
Strategy:
Our target audience was amateur footballers who play at least once a week at their local pitch. They are young, active and digitally savvy folks who spend huge amounts of time on social media and on their phones. Our secondary audience was their parents who watch them on the sidelines.Over eight weeks, we conducted a qualitative study with some 30 amateur football teams (approx. 750 youth players) across Asia and discovered an alarming insight - 87% of players were motivated by the opportunity to impress the people who are watching them. 92% of parents we managed to interview have tried capturing their child’s best moments on the pitch but admitted to the difficulty of predicting these fleeting moments.The findings helped shape the idea - an automated recording system that captures every goal on video, giving players something they want to share and brag about outside of the pitch.
Outcome:
The AAR was a big hit with the amateur footballing community. During the 3 month pilot phase:•Close to 13,500 video clips (with Allianz branding) have been shared across popular social media channels - that’s 75 hours of branded user-generated content•Some of the biggest names in world football tweeted about the AAR•A total of 2.8 million online impressions were earned for the brand•Pitch owners from 8 different countries enquired about the AAR•The AAR proved popular, and will be implemented at Allianz Junior Football Camps across 37 countries come July 2016