CHALLENGE:

Every football fan loves his club. But more and more often, the love for one club turns into disrespect and violence against others.

OBJECTIVE:

Germany’s No1 football channel Sky decided to send out a clear message for TRUE fandom.

IDEA:

We created #FootballAtHeart. A documentary film campaign portraying those who must know best about true fandom. Because they have stood for their team longer than anyone else: The oldest fan club in Germany. Eleven seniors living together in a nursing home. Supporters of Schalke 04

STRATEGY:

By portraying people who clearly have a favorite team but nevertheless appeal to every football fan because of their natural credible enthusiasm for the sport itself, we wanted to get everyone thinking and talking about what true fandom really is about.

EXECUTION:

After a teaser phase with two SoMe video posts, a 30” cutdown TVC aired at prime time on multiple channels to launch the greater story, which was told through different channels: Two main films were shown online, as part of a live event, in cinemas and even at film festivals. More episodes were published through SoMe. All led to a campaign site with more content, a special “fan offer” and a call to apply for the next episode.

OUTCOME:

35 Mio. interactions (likes, comments, shares, views).

27 Mio. in unpaid media (coverage in professional/ consumer publications, national/ international, like W&V, BILD, Focus, Express, kicker, Band Brazil, GolTV).

But most of all: A change in perception of what true fandom is about.

In the teaser phase, SoMe video posts were meant to ready the existing contacts’ awareness for the upcoming campaign.

A TVC which aired during the most popular sports show on free TV got the campaign national attention.

Simultaneously, the main film was released and promoted on YouTube and Facebook. The subsequent interest in the story was satisfied with more short video episodes Facebook, Twitter and Instagram.

The main film was shown in cinemas as pre-roll and then to 60.000 fans at the Veltins Arena. Documentation of that event was again turned into a second short film and shown in TV and online.

All content led to the campaign site fussball-im-herzen.sky.de with all the video content, additional interactive content and a special “fan offer” from Sky.

35 MIO. INTERACTIONS:

8,6 Mio. initial reach, 100,000 likes, 12,000 comments, 4,6 Mio. views, 25,000 new

fans/ followers, trending on twitter, posts/ tweets from football legends like Hans Sarpai.

27 MIO. IN UNPAID MEDIA:

Coverage in relevant professional/ consumer publications, national/ international (W&V, BILD, bild.de, Focus, Express, kicker, Band Brazil, GolTV).

BUT MOST OF ALL:

A change in perception of what true fandom is about.

Thousands of respectful comments from fans of Schalke 04's biggest rivals like FCB or BVB. The hashtag was adopted as a general sign of football related respect. Hundreds of applications for the upcoming sequel.