We wanted Champions for Life 2017 to be “A MATCH TO REMEMBER”, an amazing football match were La Liga stars played the best moves people ever sow.

In order to get this ambitious objective, we did something special:

FOR FIRST TIME IN HISTORY, PEOPE COULD DECIDE WHAT MOVES PLAYERS HAD TO MAKE IN REAL TIME.

How?

1.- People got into a mobile website while watching the match.

It was actively communicated live during the match.

2.- They asked for specific moves to be executed during the match (donation).

Everytime a move was asked, fans made an economic contribution to Unicef.

In addition, they could invite friends to participate, and share it on social networks.

3.- Scoreboards displayed the moves to be executed in the following minutes.

People in the stadium encouraged players to execute the moves demanded by the audienced.

4.- Players did it.

People asked for more moves!

5.- The match got the attention of mass media.

•Implementation:

Through LaLiga Foundation and Unicef we obtained the collaboration of a large number of La Liga clubs and players who participated at the match.

In addition, Real Betis (a very important La Liga club from Seville) collaborated bu organizing the match at its stadium, Benito Villamarín and let us use their own media to promote the game.

Several important sponsors of La Liga collaborated with the initiative.

TVE (public Spanish TV) broadcast the game live through its sports international channel Teledeporte.

•Timeline: 19/12/16 a 29/12/16

•Placement Estadio Benito Villamarín, Sevilla, España.

Scale: Mainly Spain though Teledeporte is a worldwide TV channel

Reach:

220 millions of impacts

Earn media value: €2.895.000.

1.200 news about the match.

30 million twitter impressions through Twitter

Champions for Life was global trending topic.

220 millions of impacts

Sales:

Over 250.000 € raised by SMS (people asking for their favorite moves).

Data Gathering and insights

Due to the fundraising mechanics of UNICEF, data collection was a priority at the time of the match. The demonstration of willingness to help a person triggers a commercial action aimed at attracting new permanent partners for the NGO to ensure constant economic income.

Target

Mainly families. UNICEF’s recipients are mainly children and people who are parents tend to help children more than other targets. Although anyone is able to donate 1 € to UNICEF.

Approach

We added fun to a football match by encouraging players to execute the moves demanded by people in real time through a mobile web (when the asked for their favourite move, they were donating money to Unicef).

SITUATION

Every year, the foundation of La Liga and Unicef organize Champions for Life, a friendly match to raise funds for children.

BRIEF

Friendly matches are usually very boring. Players don’t want to asume risks so the game is usually slow and predictable. This is why the audience of friendly matches on TV are usually low.

OBJECTIVES

We were asked to do something different to raise awareness before the game and to increase the audience and the funds raised during the game (through SMS).