Mobilizing the 12th man
C.S Hammam-Lif
Issue 28 | October 2013
Agency
Memac Ogilvy Label Tunisia/Ogilvy/Action Tunisia
Creative Team
Executive Creative Director: Nicolas Courant Conceptualiser: Mehdi Lamloum Copywriter: Sascha Kuntze Graphic Designers: Gerald Heraud, Leo Ehrlich, Alexandre Chaulet, Niv Banhiamad, Yosri Mimouna
Production Team
Digital Company: Atelier 216 Manager: Mehdi Larguech, Med Habib Mesbab Project Manager: Ghazi Triki Sound Engineer: Mustapha Boussabat Developer Engineer: Aref Ben Saad, Issam Babchis Integration Developer: Bilel Saoudi Graphic Designer: Ali Bhiri-Digital Production Company: Propoganda, Eyepatch Productions, Chromista Executive Producers: Imed Marzouk, David Zellerford, Doug Scott, Sandy Haddad, Ted Robbins Director: Xavier Mairesse
Other Credits
Memac, Ogilvy Label, Managing Director: Syrine Cherif Account Director: Mouna Ben Hammouda Agency Producers: Bedis Benamor, Ali Abdennadher, Zied Ben Ziaoui
Date
April 2013
Background
2 years after the Arab Spring, tension amongst the Tunisians 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
They 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.
A virtual experience turned real and made football an event again.
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.
The Tunisian Government is now considering the 12th Man technology for other sporting envents. Until remaining tensions are healed.