Cannes Lions
4129GREY, Istanbul / SOCRATES MAGAZINE / 2021
Overview
Entries
Credits
Background
The thinking sports magazine “Socrates” was trying to express its curiosity in the history of sports by developing innovative projects. Meanwhile, one of the biggest sporting events, the European Football Championship, which has been held by UEFA since 1960, postponed due to the Covid-19 pandemic. We wanted to create an experience that keeps the excitement of football fans about the tournament alive. To do this, we had to focus on the history of the tournament.
Idea
In 1927, the secretary-general of the French Football Federation Henri Delaunay came up with the idea of holding such a tournament. Together with Jules Rimet, he was largely responsible for the creation of the European Football Championship, but he passed away just a few years before the beginning of the first tournament. In memory of him, we decided to turn the UEFA European Football Championship into a trivia board game that takes place in Henry's mind.
Strategy
In a year when the UEFA Euro 2020 has been postponed by one year until 2021, we were looking for a way to make football fans who stuck at home excited about this tournament. For this, we took a journey in the history of the tournament and reached the point where everything started. The idea for a pan-European football tournament was first proposed by the French Football Federation's secretary-general Henri Delaunay in 1927, but it was not until 1958 that the tournament was started, three years after Delaunay's death. In honour of Delaunay, we decided to turn the tournament into a trivia board game which takes place in his mind. In this way, we could revive the spirit of the championship again. The aim of the game was to take a trip down to memory lane inside the mind of Henri Delaunay by answering questions about the history of European
Execution
Henri's Dream was designed no different from professional trivia board games in terms of content. The content of our game included questions from the history of the tournament, legendary jerseys, famous red cards that changed the fate of the game, taboo questions, jokers and icon cards. We introduced Henri's Dream to public with a special promo film on our social media accounts. Socrates team went live on YouTube to play the tournament. We turned our gaming sessions into YouTube series to share the excitement of the tournament with our followers. The game highlights watched by thousands after each round.
Outcome
We received hundreds of “You have to put that game on sale!” messages from our followers as they watched the playing of Henri’s Dream board game live on our YouTube channel. With zero media budget, we reached more than 250,000 people in total and the number of interactions we've received was more than 5000. Even today, football fans are still sending requests about Henri's Dream board game to go on sale. The postponed UEFA Euro 2020 tournament excitement came back to life in Henri’s Dream.
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