Network Of The Year: Ogilvy

Non-Traditional
Interactive Installations

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Entrant: Memac Ogilvy Label Tunisia, Tunis
C.S Hammam Lif
"Mobilizing the 12th Man"
  • Corporate Name of Client:
    C.S Hammam Lif
  • Client Account Director:
    Fadhel Ben Hamza
  • Agency Account Director:
    Mouna Ben Hammouda
  • Advertising Agency:
    Memac Ogilvy Label
    OgilvyAction Tunisia , Tunis
  • Executive Creative Director:
    Nicolas Courant
  • Copywriters:
    Mehdi Lamloum
    Sascha Kuntze
  • Executive Agency Producers:
    David Zellerfor
    Bedis Benamor
  • Agency Producers:
    Ali Abdennadher
    Zied Ben Zlaoui
  • Graphic Designers:
    Gerald Heraud
    Leo Ehrlich
    Alexandre Chaulet
    Niv Banhiamad
    Yosri Mimouna
  • Production Company:
    Propaganda , Tunis
  • Director:
    Xavier Mairesse
  • Senior Executive Producers:
    Imed Marzouk
    Doug Scott
  • Technical Creative Directors:
    Mehdi Larguech
    Med Habib Mesbah - Atelier 216
  • Technical Developers:
    Aref Ben Saad
    Issam Babchia
    Bilel Saoudi - Atelier 216
  • Description of the Project:
  • This is how a Football Club integrated TV and Mobile to turn its fans back into powerful support:
    
    2 years after the Arab Spring, tension amongst the Tunisian remained. For security reasons, the Government decided that all professional Football League games had to be played without any audience in stadiums. Forcing teams and their fans into a frustrating long distance relationship.
    At the end of a football season with average results, Historical Tunis team C.S Hammam-Lif faced a critical situation. Ties with their fans had eroded. And the most important game of the year approached: the deciding moment whether C.S Hammam-Lif stayed in the league or not.
    
    The team really needed its fans back.
    
    Idea:
    We created the 12th Man App and brought back fans into the stadium. The 12th Man is a downloadable mobile application that connects every fan to 40 speakers placed inside the stadium.
    The app enables them to support their team while watching the game live on TV. A simple tap on sound icons is instantly turned into powerful support: cheering, clapping, drumming, singing... The more people press, the louder the sound in the stadium.
    
    The 12th man app turned phones, which were only used to talk about games, into a tool to influence the result of the game. By integrating the two most popular screens (mobile and TV) during a live event and linking fans to stadiums, we empowered them again. Vice versa, the app gave C.S Hammam-Lif the support it needed to win the crucial game and positioned the club as one that truly cares about its fans, keeping them involved in the game against all odds.
    
    Results:
    The 12th man app made Headline news. Energized by the support of their fans, C.S Hammam-Lif won by 1-0, securing their place in the league. In a stadium with the capacity of 12.000, the app brought together 93.100 fans, with 1.2 million others watching the game. If you're a football fan, you can probably agree: the 12th man app saved the meaning of life.