Spikes Asia
BUNDESLIGA INTERNATIONAL GMBH, Singapore / DFL DEUTSCHE FUBALL LIGA GMBH / 2019
Overview
Entries
Credits
Background
Japan is a focus market with highly passionate people about football.The objecitve was to find a common ground between two cultures who are united by the wold game, to ensure the campaign´s relevance for the local market. Though its sustainable 360° approach, this campaign does not only tell a story through content, but also focuses on giving back to the community through awarding jerseys to local fans.
Idea
Everyone´s dream starts somewhere. Memories, moments and dreams are created by football and unite cultures and societies. The story is narrated by a local football hero and is supposed to be powerful in order to give purpose and motivation to the next generation.
Strategy
Digital content launch in Japan with content/broadcast partners, local ambassadors and local media outlets. Followed by a user generated content campaign inviting fans to share their most memorable football moment through a video or photo for a chance to win a jersey. The goal was to receive high quality submissions, letting the audience´s creativity run free.
Execution
Local content shoot in Japan, digital and PR activation with local broadcast and content partners, local amassadors and additional local media outlets. UGC campaign and sweepstakes.
Outcome
Scale: Reach: 6.2 million
Engagement: Likes, shares, comments: 1.7 million
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