The Campaign

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 straight and gave these players something to brag about on all their social media channels. Every video they shared was user-generated content for Allianz. 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 motion sensor on the net detects unique movement and pings the corresponding camera to log the last 20 seconds of footage, which is sent straight to the players’ registered email addresses. After which, they can choose to share these videos as branded content on their social media.

Execution

In the 3-month pilot phase, a total of 20 AARs were deployed in popular pitches in major cities including Munich, Bangkok, Singapore, Taipei and Seoul. This allowed us to gauge public interest and make enhancements to improve user experience of the technology. It was important that we got widespread awareness for the AAR. Recognizing a great rivalry between publication companies and between social influencers, we invited them to face off in a series of 7-a-side exhibition matches, held in each of the 5 cities, where they experienced the AAR first-hand. This PR strategy proved effective as it got the AAR immediate attention from the public. In July 2016, production of the AAR was 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 were distributed to Allianz’ global offices for implementation.

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.

The Situation

For the first time ever, amateur players now have the power to record their best goals on footage, just like professional football stars. Introducing the Allianz Amateur Replay. Players could use the automated recording system at the pitch to capture their goals in 20sec footages and have it sent to their registered email addresses. They could then share these clips on social media. With every video shared, they created branded content for Allianz and strengthened the brand’s relationship with amateur footballers, which was the intended objective.

The 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.