Situation and Brief

1. Fans were unhappy with increasing trend of football ticket prices all around the Euorpe

2. Fans has lost trust on giant football organization FIFA / UEFA due to recent corruption scandal

Objectives

Increase brand awarness and preference relating to EURO 2016 sponsorship.

A boy who loves football and desperately wants to watch live EURO 2016 matches, saves up money to buy tickets. To earn money, he helps out his parents and neighbors with small household works.

However, he could not buy the ticket and the boy gets depressed. His parents found out and bring the boy to huge Fan Park where everyone can watch live match on giant screen.

Main channel is youtube and separately created microsite provided additional consumer engagements.