Cannes Lions

Jeep Juventus Ultraspeech

LEO BURNETT, Turin / FIAT GROUP / 2019

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Overview

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Credits

Overview

Idea

Ultraspeech is founded on the Jeep Brand’s mission to open new ways for people to go. Since Jeep is Juventus’ Official Sponsor, we worked on this insight: motivational speeches by a coach or a captain can win a game even before it starts, so what if millions of people could have the chance to announce their speeches to the team? Because fans always dream to have the chance to talk directly to the players. This is why we found a simple and technological way to connect fans and players: through vocal messages, sent to a dedicated WhatsApp profile by the passionate supporters, bringing them directly on the players’ smartphones. The players listened to the fans words taking a boost of motivation to face an important game. For once, thanks to Ultraspeech, Juventus team had more than one coach, they had over 100.000 from more than 70 countries.

Strategy

The strategy behind Ultraspeech starts from what puts Jeep and Juventus together: the shared will to break records and boundaries, open new paths and go where nobody’s gone before, conquering new roads and winning new matches. What’s more, Jeep is recognized as the worldwide most iconic Brand for the 4x4 SUV, and Juventus is one of the soccer teams with the most fans around the world. So, our strategic idea has been to use a simple tool like Whatsapp vocal messages to open an off-road path and take the Juventus fans’ motivational speeches where they never could have been before: straight to the headphones of the Juventus players, in order to motivate them before a crucial match and take all the necessary inspiration to win. The two Brands’ union has been glorified and led the target to an important activation, putting the fans in the guise of the coach.

Execution

We firstly created the logo and the Jeep-Ultraspeech Whatsapp profile. Then we developed fliers and distributed them to the fans at the Allianz Stadium a few weeks before the most important game of the season: the match against Inter Milan. The official Juventus speaker launched the operation too, and in parallel, we developed the pitch-side banners, several Instagram stories, Facebook posts and carousels. So, we listened and collected the messages and selected the best ones in order to create a 90” Ultraspeech to be sent on air at the Stadium. A few hours before the match, we provided the players with the finest selection of messages, letting them take all the inspiration from the locker room, just using their smartphones and their headphones. The Ultraspeech was broadcast on air at the Stadium, and we edited a video case for the Juventus and Jeep social Media Channels.

Outcome

We received more than 100.000 voice notes and reached more than 5 million people with the social media campaigns. The messages arrived from more than 70 countries around the world: Albania, Australia, Austria, Bangladesh, Belgium, Benin, Brazil, Bolivia, Bosnia Herzegovina, Brunei, Bulgaria, Canada, China, Chile, Colombia, Denmark, Ecuador, El Salvador, Egypt, France, Georgia, Germany, Ghana, Greece, Guyana, Haiti, India, Iran, Iraq, Italy, Indonesia, Jordan, Libya, Kazakhstan, Kuwait, Lebanon, Macedonia, Madagascar, Malesia, Malta, Morocco, Mexico, Moldova, Mongolia, Mauritius, Nepal, Netherlands, Nigeria, Panama, Peru, Qatar, Romania, Russia, Rwanda, Saudi Arabia, Senegal, Serbia, Singapore, Spain, Sri Lanka, South Africa, Sweden, Syria, Tanzania, Tibet, United Arab Emirates, USA, UK, Venezuela.

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