IDENTIFICATION

We did a research to identify what motivates children and where and how to target them.

DIFFERENTIATION

We launched a relevant message for the target using the correct channels to reach them in a cost-efficient way.

DIRECT RESPONSE

We launched DR communication and the call to action encouraged kids to send their goal celebration videos through Internet (

PERSONALISED INCENTIVE

We used the videos they sent to create a personalized incentive for the best tones.

The campaign objective was to collect funds for the benefit of children by the mean of a friendly football game.

The main challenge was to transform Champions for Life into the most important charity event of the year.

Using children as the main protagonist to encourage their family to take part in the charity was the key to overcome this challenge.

- TV live in 30 countries around the world (for free).

- Audience - 11,4% on La1 channel (141% over its average audience).

- Earned media worth 6,914 million Euros.

- Attendance.- 21.391 people.

- 4.000 kid’s celebrations gathered.

- The funds raised had an impact on 1,2 million children.

We decided that the real protagonists of Champions for Life should not be football stars, but children!

How did we do it?

Phase 1) Original celebrations acquisition:

We did a campaign claiming children to send videos with original goal celebrations.

- Display campaign.

- OOH campaign.

- Print campaign.

- Events (real time shooting of children’s celebrations).

Phase 2) Original celebrations imitation:

We shown the best children celebrations to the soccer starts and asked them to imitate them during the match.

Everytime they celebrated a goal during the match, the TV broadcast showed the original celebration of the kid that was being imitated.

Phase 3) Buzz generation

We sent a press release with information about the initiative and a video summary explaining the initiative to media.