FANTASTIC EURO 2020

TitleFANTASTIC EURO 2020
BrandPCCW MEDIA
Product / ServiceNOW TV
CategoryC02. Innovative Use of Influencers
EntrantHAVAS Hong Kong, HONG KONG
Idea Creation HAVAS Hong Kong, HONG KONG

Credits

Name Company Position
Kenneth Tung Havas Hong Kong Creative Direction
Rachel Lo Havas Hong Kong Creative Ideation
David Tam Havas Hong Kong Copywriting
Alexander Chan Havas Hong Kong Art Direction

Why is this work relevant for Social & Influencer?

NOW TV, with an Entertainment DNA at its core, wanted to extend the UEFA Euro2020 excitement beyond hardcore soccer fans. Therefore, Now TV teamed up with MIRROR, the most loved boy band in town, to make Euro2020 the most exciting game ever for ALL FANS. By leveraging on MIRROR’s popularity and impeccable social influence, the campaign became the talk of the town, and achieved 100% unaided brand recall. Now TV & Now Sports Facebook page post achieved an all-time high 24.3M total reach. Most importantly, EURO Pass Subscription had increased by 583%, a soaring increment over the campaign period.

Background

Now TV, Hong Kong's largest Pay-TV, was the exclusive broadcaster of the UEFA EURO 2020 in Hong Kong. Many hardcore fans are anticipating for the event. Yet, from the perspective of the non-football fans, EURO2020 is just another football event that is irrelevant to them. With minimal connection to non-football watchers, it makes the Now TV brand growth and market penetration even harder in this saturated sports market. How can we make EURO 2020 become relevant to different group of audience, in order to arouse brand awareness and drive subscription?

Describe the creative idea (30% of vote)

Football without FANS is nothing. Now TV wants to spread the football vibe to more people for this long-awaited football event. It is more than just about the tournament, but the unmissable atmosphere that can connect and bring people together. Therefore, NOW TV invited MIRROR, the big hit boy band, as the EURO 2020 ambassador, leveraging on their popularity and broad fan base.

Describe the strategy (20% of vote)

We changed the big hit boy band into FANtastic team. Same as football teams, MIRROR has the multi-dimensional nature of members, each of them owns a unique set of talents and skills, attracting a diversity of non-frequent football watchers. No matter you are the FANS of football or MIRROR, all kinds of FANS are invited to experience the EURO2020 football vibe!

Describe the execution (20% of vote)

Music Video- FANtastic Anthem The video featured the upbeat melody and energetic moves. It was made available on YouTube and various music streaming platforms to maximize its reach to everyone. Social Engagement Game - FANtastic Manager We turned the FANS into FANtastic Manager, letting the FANS vote for the best line up of FANtastic team- choosing their preferred 12 MIRROR members for a specific position of the forwarder, midfielder, defender, goalkeeper and coach. Collectibles- FANtastic Collection We paired up each MIRROR member with a football player based on the voting results in the social feed game, representing each of their own individual personality and skills. Live- FANtastic Watch Party Live shows for both football & non-football FANs to comment and discuss the matches in real-time to interact with each other and the MIRROR members.

List the results (30% of vote)

The FANtastic EURO2020 was an incredible success which uplifted the overall brand awareness and far exceeded the campaign objectives: • Achieved 100% unaided brand recall. • Increased EURO Pass Subscription by 583% over the campaign period. • Gained 130 media coverage, with HK$4.56M media value

Links

Social Media URL   |   Video URL