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Entrant: Ogilvy New York, New York
"Team Performance Index"
  • Corporate Name of Client:
  • Client Account Director:
    Doug Gibeaut
  • Agency Account Directors:
    Stephen Greifer
    Shawn Munroe
    Ali Briceland
  • Agency:
    Ogilvy & Mather , New York
  • Chief Creative Officer:
    Alfonso Marian
  • Executive Creative Director:
    Eric Wegerbauer
  • Creative Director:
    Nancy Hughes
  • Associate Creative Directors:
    Winne Tsang
    Mitch Eisenman
  • Copywriter:
    Hoyt Dwyer
  • Art Director:
    Sam Berliner
  • Agency Producer:
    Jennifer Picarelli
  • Production Company:
    PYTKA , Los Angeles
  • Ux Designer:
    Jaclyn Perrone
  • Description of the Project:
  • Most sports sponsorships slap a logo on a stadium, or sports' jersey or giveaway, and call it a day. we wanted to go further than that, so with the UPS Team Performance Index, we changed how fans watch the game.
    For the UPS sponsorship of the NCAA or National Collegiate Athletic Association (college sports), we created the Team Performance Index, a team ranking tool that appeared in broadcast, print, rich media, as a Facebook app, on and on partnership sports sites. Our audience was drawn into this ranking system when it appeared in broadcast, comparing competing teams during game broadcasts. Our audience also discovered it through sports writers in media. Fans used it in a trivia game to test their knowledge of their favorite teams and later as a tool to create their sports brackets. Fans could also see it in game analysis recap videos, to get insights into what makes a team a winner.
    Our challenge was to build awareness for UPS amongst key decision makers who also happened to be sports fans. With this sponsorship, we wanted to show how logistics can help teams and businesses win.
    To do so, we went beyond slapping a logo on sports stadiums and instead created a tool: a team ranking system called The Team Performance Index. The Index measured NCAA teams' win/loss, offense, defense, miscues and and other performance related indices. Because it was a legitimate sports tool instead of just a sponsorship plug, it became part of the content of every NCAA sports game. It was introduced and discussed by sports announcers in game broadcasts, discussed in sportswriters' copy, dissected by sports analysts and used by fans and sportswriters to track their favorite teams on partnership site Sporting News. Fans used it to
    follow their favorite teams and to build their March Madness brackets, and shared it in social media.
    It appeared in broadcast, print, online rich media, a Facebook app, on university sites, and sports sites. It also appeared in game analysis recap videos providing sports writers and fans with insights into what makes teams win and lose.