From the Sponsor
The New York Festivals Creative Preview offers a sneak peek at select entries submitted to 2016's New York Festivals International Advertising Awards competition. Instead of reviewing work after all the votes have been cast, here's an opportunity to preview entries in this year's show. The 2016 World's Best Advertising award winners will be announced on Thursday, May 19, at Jazz at Lincoln Center's Frederick P. Rose Hall in New York.
In this week's Creative Preview, NYF showcases Serviceplan Germany's "The Match" activation campaign for Sky Germany. Sky recognized that violence among football fans is a problem throughout Europe and enlisted Serviceplan to help it take a stand.
One of the fiercest competitions between opposing teams in the Bundesligia, Germany's professional association football league, is the North Derby match, with an especially long-standing history of rivalry between the football clubs from Bremen and Hamburg.
Serviceplan tackled this intense fan rivalry by creating a promotion that utilized its mobile subscription product, Sky Go. The campaign's innovative approach targeted football fans outside the stadium who couldn't get into the sold-out Hamburger SV-versus-SV Werder Bremen match. Sky invited these fans to view the match via a live stream on their smartphones, but there was a catch: They could only see half of the game stream on their phones. The promotion used QR codes to activate the match, one code giving Hamburg fans access to half the stream image and another giving Bremen fans the other half. To view the entire match, rival fans had to work together, joining their phones side-by-side to follow the game.
"Nothing is worse for [a] fan than not being able to see his team play," says Matthias Harbeck, executive creative director of Serviceplan. "In North Derby, we agreed that we could lead the two rivaling teams to keep in mind that football is more fun together, even with a fan of the opposing team."
To view "The Match" and find out more, visit the New York Festivals website.About the Sponsor
New York Festivals World's Best Advertising is recognized worldwide as a touchstone for global creative excellence in advertising and marketing communications. Starting in 1957, NYF now receives entries from 90 countries in all media in the following competitions: Activation & Engagement, Avant-Garde/Innovative, Branded Content/Branded Entertainment, Creative Marketing Effectiveness, Design, Digital, Direct & Collateral, Film (Cinema/Online/TV), Film Craft, Film--Best New Director, Integrated/Mixed Media Campaign, Media (Best Use of), Mobile, Outdoor/Out of Home, Package & Product Design, Print, Public & Media Relations, Public Service Announcements (PSA), Radio and Student.