The target of this event goes beyond traditional football supporters, being our challenge to engage with a familiar target.

Audience:

- Core target – Children

- Extended target – Families and the whole society.

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.

This is why connecting with children was key as they are able to activate their whole family during Christmas. This is why we decided that the real protagonists of Champions for Life should not be football stars, but children!

How did we do it?

Phase 1) Goal celebrations gathering

Through a display, OOH and print campaign, La Liga’s soccer stars asked children to send videos with goal celebrations. In addition, we shot children’s celebrations in a roadshow.

Phase 2) Goal celebrations imitation

Soccer stars chose their favourite ones before the match and imitated them whenever a goal was scored during the match. TV broadcasted live the original kid’s celebration while it 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.

- 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.

Christmas is full of charity events, from TV programs to all kind of sport events raising funds for hundreds of NGOs and social causes.

Thousands of children suffer every day, something that not everyone has in mind on wealthy countries.

To raise awareness and collect funds, we organised Champions for Life in collaboration with LFP, a friendly football match on the benefit of children that took place last Christmas.