MOBILIZING THE 12TH MAN|短视频|广告营销案例【ADGuider广告指南】

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动员第 12 个人

案例简介：描述客户的简报阿拉伯之春 2 年后，突尼斯 tension 的紧张局势依然存在。出于安全原因，政府决定所有职业足球联赛必须在没有观众的情况下在体育场进行。迫使球队和球迷陷入令人沮丧的远距离关系。在一个平均成绩的足球赛季结束时，突尼斯队哈马姆-利夫面临着严峻的形势。与粉丝的关系已经削弱。今年最重要的比赛即将到来: 决定 c · s · 哈马姆-利夫是否留在联盟的时刻。球队比以往任何时候都更需要球迷的支持。促进发展为了重新激活粉丝，我们给了他们一个强大的工具。一个使他们能够帮助赢得游戏的移动应用程序: 12 人应用程序。该应用程序将球迷连接到比赛期间放置在体育场内的 40 个巨型扬声器，并允许他们在观看电视直播比赛时支持体育场内的球队。一个简单的点击图标会立即变成强大的支持: 欢呼、鼓掌、击鼓、唱歌.按下图标的人越多，体育场里的声音就越大。结果 12 人应用程序不仅丰富了人们的足球体验，还让成千上万的球迷为他们的球队提供了强大的支持。在这种支持的激励下，c.S Hammam-Lif 以 1-0 获胜，确保了他们在联赛中的位置。在一个容量为 12.000 的体育场，该应用程序聚集了 93.100 名球迷，120万人观看了比赛。虚拟体验变成了现实，足球又变成了现实。最后，它成为头条新闻。如果你是一个足球迷，你可能会同意: 12 人应用程序拯救了每个球迷的生命意义。与产品/服务的相关性通过重新创造足球体验，我们绕过了一个无法解决的问题，让球迷和他们的球队重新联系起来。有了他们的手机，他们可以做他们不再被允许做的事情: 为他们团队的成功欢呼并发挥作用。第 12 个男人应用程序将只用于谈论游戏的手机变成了影响游戏结果的工具。通过将球迷与体育场联系起来，我们再次赋予了他们力量。C.S Hammam-Lif 向球迷们展示了他们是多么重要，让他们在困难时期和所有困难中参与比赛。

动员第 12 个人

案例简介：Describe the brief from the client 2 years after the Arab Spring, tension amongst the Tunisian remained. For security reasons, the Government decided that all professional Football League games had to be played without any audience in stadiums. Forcing teams and fans into a frustrating long distance relationship. At the end of a football season with average results, Tunis team C.S Hammam-Lif faced a critical situation. Ties with their fans had eroded. And the most important game of the year approached: the deciding moment whether C.S Hammam-Lif stayed in the league or not. More than ever, the team needed the support of their fans. Promotion Development To re-activate the fans, we gave them a powerful tool. A mobile Application that enables them help win the game: The 12th Man App. The application connects fans to 40 giant speakers placed inside the stadium during the game and allows them to support their team inside the stadium while watching the game live on TV. A simple tap on icons is instantly turned into powerful support: cheering, clapping, drumming, singing... The more people press the icons, the louder the sound in the stadium. Results The 12th Man app not only enriched people's football experience, it turned back thousands of fans into powerful support for their team. Energized by this support, C.S Hammam-Lif won by 1-0, securing their place in the league. In a stadium with the capacity of 12.000, the app brought together 93.100 fans, with 1.2 million others watching the game. A virtual experience became real and turned football into a real event again. Finally, it made Headline news. If you’re a football fan, you can probably agree: the 12th man app saved every fan’s meaning of life. Relevancy to Product/Service Through re-inventing the football experience, we bypassed an unsolvable problem and reconnected fans with their team. With their mobile, they could do what they were not allowed to do anymore: cheer and be instrumental in their team's success. The 12th man app turned phones, which were only used to talk about games, into a tool to influence the result of the game. By linking fans to stadiums, we empowered them again. C.S Hammam-Lif showed its fans how important they are by keeping them involved in the game in difficult times and against all odds.