Amateur Replay
Allianz
Issue 45 | December 2017
Agency
Ogilvy & Mather Singapore
Creative Team
Chief Creative Officer Eugene Cheong Executive Creative Director Nicolas Courant Creative Director Ross Fowler Senior Copywriter Fabio Montero Copywriter Augustus Sung Art Director Marcos Gemal
Production Team
Head of Production Alvin Chin Agency Producer Justine Hazlett Creative Technologists Chandra Barathi, Marc Violo Production Company The Prosecution Film Company, Singapore Director Roslee Yusof Executive Producer Aundrea Bligh
Other Credits
Account Directors Chelsea Radford, Andrea Vennhaus Account Manager Kaylie Ong Planning Director Owen Dowling Planner Faraaz Marghoob Client Regional Head of Brand Management Eike Buergel
Date
2016-2017
Background
Football was a pretty big deal for Allianz. They sponsored some of the biggest stadiums in the world, from the Allianz Arena in Munich and the Allianz Park in London to the Allianz Riviera in Nice. Over the years, they had become more than an insurance company; they'd become a household name in professional football.
As part of their commitment to the game, Allianz also gave young amateur players from every continent the opportunity to train together and meet their idols at their yearly Allianz Junior Football Camp. But unlike their massive popularity in professional football, they had yet to establish that kind of foothold in the less talked-about world of amateur football. The task was to come up with an innovative solution that would help Allianz elevate their reputation in the space of the amateur game and grow its overall brand equity in the world's favourite sport.
Idea
The Allianz Amateur Replay was the first-ever automated video recording system for amateur footballers. The innovative tool comprised multiple devices connected in an ecosystem: twin cameras that constantly recorded both halves of the field with accelerometer-embedded sensors fitted onto the goal nets and an AAR mobile web app that players had to register/log in to before their match. Every time a goal was scored, the sensor on the net detected the movement and instructed the corresponding camera to log the last 20 seconds of footage, which was sent directly to the players' registered email addresses. They could then share these videos on their social media as branded user-generated content, giving them something to brag about.
Results
The AAR was a big hit with the amateur footballing community. Close to 13,500 video clips (with Allianz branding) were shared across popular social media channels, equivalent to 75 hours of branded user-generated content. Some of the biggest names in world football tweeted about the AAR. A total of 2.8 million online impressions were earned. Pitch owners from 8 different countries enquired about the AAR and it was deployed at Allianz Junior Football Camps across 37 countries.
Our Thoughts
I am a true believer in the power of data. It almost always throws up an insight and a real insight almost always opens up an idea and if you can then innovate off the back of that, which I think Ogilvy has, then you have great work on your hands.
This started with a qualitative study of some 30 football teams comprising around 750 players. 87% of them confessed they were trying to impress the people watching them play. 92% of parents admitted they had tried to film their child's best moments on the pitch.
Armed with that, the idea of an automated video recording system took shape.
Now there's a Top 5 competition for the best videos uploaded each week.
So it's not just a bit of techy wizardry, it's an idea that's keeping people involved, building a community and enhancing the brand. Inspiring work from Ogilvy Singapore.