The way that content is consumed in Europe has dramatically shifted: digital video consumption is up 267% (eMarketer April 2014 data) with 532% growth from 2012 to 2014 in Mobile video (Ooyala Global Video Index Report, Q1 2014), driven much by millennials.

Therefore in order to effectively reach European millenials with limited budget, we created a real-time responsive video campaign. FryFutbol’s highly relevant films were crafted to take advantage of Facebook’s mobile video ads that, for the first time ever, could target millenials who were ACTUALLY engaging with the World Cup in the previous 24 hours.

The moment the last game ended each day in Brazil, work started in London. 45 minutes to storyboard. 30 minutes for props, 4 hours to shoot, 2 hours to edit. With no time for translations, we invented a new language, Frylish. From idea to finished film all in a mere 8 hours, served up in 37 countries’ Facebook newsfeeds just as Europe awoke the next morning. Again, and again, every day of the World Cup, resulting in nearly 30 videos in 30 days.

It was real-time video content at a scale never seen before.

FryFutbol exceeded expectations across all metrics, from reach to engagement to brand perception to sales, including epic lifts of 20% in brand favourability and Nielsen’s highest ever lift in purchase consideration.