| Golden Drum, 2014 | ||
|---|---|---|
| Digital | Interactive tools and other digital solutions | Silver Drum |
| Branded content | Native advertising, brand integration, sponsorships & co-promotions | Golden Drum |
| Media | Best use of the medium | Golden Drum |
Campaign name: El Clásico in Canal+ Sport
Year/ID: 2014 / G_74_002_G14
Group: G. Digital
Subgroup: 74. Interactive tools and other digital solutions
Award: Silver Drum
Product and services: Canal+ Sport
Registrant: Havas Worldwide Warsaw Sp. z o.o.
Country: POLAND
Brand name: nc+
Advertising agency, city: Havas Worldwide Warsaw
Executive Creative Director: Wojciech Dagiel
Creative director: Kuba Bogaczynski
Client Account Director / Manager: Piotr Hassine
Digital Production: Krzysztof Petyniak
Digital Strategist: Szymon Szymanski - digital executive director
Digital Production: Krzysztof Petyniak
Other credits: Concept: Szymon Szymanski/Kuba Bogaczynski/Piotr Hassine
Creative idea explanation: Polish sports fans watch football online, in very low quality, but for free. We've decided to deliver exclusive TV content, so the users online would feel they are missing the game. We've created an alternative match commentary, one in favor of FC Barcelona and one in favor of Real Madrid. To reach the users online, we've created dedicated websites (different for FC Barcelona and Real Madrid fans), designed shareable fan art and developed live in-game activities (stats, voting polls, players' rating system) for mobile. Results: over 50 online articles (2million+ online user reach) and 70,000 mobile interactions during the game.
Multiple entry explanation:
The fans were reached cross-media with crafted messages (different for FC Barcelona and Real Madrid), we've engaged biggest FC Barcelona's and Real Madrid's fan clubs in a social battle for team support and developed mobile real-time sentiment analytics for football fans social channels during the game.