Cannes Lions

Walk Together

TEXT100, London / SKYPE / 2016

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Overview

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Credits

Overview

Description

Skype gives people tools to have emotionally rich conversations and do things together, whenever they’re apart. Our challenge: to inspire and engage people with passion to use Skype more.

Sport is a passion for billions. Universally fans want to feel closer to their favourite teams and stars; to be part of their journey. We chose the biggest sport of all: football. We had an opportunity to show fans that together, and with Skype, anything is possible.

We created a partnership with Liverpool Football Club to fuel the passion of the world’s greatest football family. Building on Liverpool’s motto “You’ll Never Walk Alone”, our campaign, "Walk Together", was born.

We gave LFC fans globally the opportunity to write the next chapter of the club's mythology: to access exclusive content, be part of intimate and unmissable moments with the team, meet new friends and share their passion like never before.

Execution

Football chatter happens 24/7. Skype’s opportunity was to enhance these conversations and become a trusted way to have meaningful conversations while getting closer to the club.

Our always-on social program stimulated conversations and incentivized fans to add the Skype ID unlocking fan chats, player/legend chats and match day chats (run by the club). We also ran competitions for match day tickets and merchandise and released bespoke LFC Emoticons—deployed across the entire Skype active database, encouraging even more fans to take part.

For the first time ever, we used a partnership to launch a new product – Skype’s Group Video call on Mobile, enabling LFC to feature fans on LFCTV – again, bringing fans closer to the club.

The season culminates in our “You’ll Never Walk Alone” competition—inviting fans to sing on Skype, for the chance to feature on video boards at Anfield and win a trip to be there in-person.

Outcome

To date, the campaign has delivered:

• 783 million impressions (+74% of target) – helping to amplify the brand message and increase awareness of product features

• 2.9 million (+480% of target) online engagements

• 205 PR placements worldwide

• 30% click-through from the 75K unique hub visitors to the Skype ID, with 63% resulting in conversion as a contact

• 10.1 to 1 ROI (+100% of target) (based on EMV/fee + media + production + campaign cost)

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