| Cannes Lions 2013 | ||
|---|---|---|
| Branded content & entertaiment lions | Branded Entertainment; Best use or integration of user-generated content | Bronze |
Type of entry: Branded Entertainment
Category: Best use or integration of user-generated content
Advertiser: HYATT REGENCY WARSAW
Product/Service: HOTEL SERVICES
Agency: Y&R WARSAW Warsaw, POLAND
Digital Creative: Wojtek Michalak (Y&R Warsaw)
Designer: Bartek Walczuk (Y&R Warsaw)
Copywriter: Edyta Kotowicz (Y&R Warsaw)
Creative Director: Ryszard Sroka (Y&R Warsaw)
Describe the campaign/entry
Branded entertainment in Poland focuses mostly on activities taken on Facebook. This is a great way to collect and engage large amounts of fans. The problem is that it is mostly formed of transactions - for involvement in the entertainment forms, fans are often rewarded with high value gifts, which contradicts a real engagement.
Results
("doping" in polish = cheering, encouragement, motivation)
In 2012 Poland was a co-host of the UEFA EURO. Every conventional advertising medium was cluttered with football driven ads.
CHALLENGE:
Find a medium to effectively communicate that the Polish National Football Team chose hotel Hyatt Regency Warsaw to stay in during the games.
IDEA:
Using a hotel TV system in an innovative way we created the first in history television dedicated entirely to support the football team. During EURO Doping TV was broadcasting fans' support to footballers' private hotel rooms 24/7 and Hyatt's service was discussed by everyone.
We created a viral video starring top Polish football players, who were encouraged to participate in the campaign.
In parallel, tons of Polish celebrities were recording their support videos for the National Football Team, which generated a huge buzz.
- Over 3000 messages from fans
- 10,000 wbesite visits on the first day of the campaign
- Footballers' video the most popular video on Polish YouTube
- Promotional viral campaign received 894,207 views within two weeks
- €100,000 worth of media coverage with no money invested
Most importantly: Hyatt Regency Warsaw was perceived as one of the official sponsors of the UEFA EURO 2012.