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Mobilizing The 12th Man


Mobilizing The 12th Man

For security reasons, the Tunisian Government decided that all Professional Football League games would be played without any audience in the stadiums. After average results throughout the season and with the year's most important game approaching, historical Tunisian team, C.S Hammam-Lif needed the support of their fans. To reconnect the fans with the Club, we allowed supporters to cheer for their team without being in the stadium. With a downloadable mobile application that connects every fan to 40 giant speakers placed inside the stadium during the game: The 12th Man app.The app enables fans to support their team inside the stadium while watching the game live on TV. A simple tap on sound icons is instantly turned into powerful support: cheering, clapping, drumming, singing... The more fans press on the icons, the louder the sound in the stadium.(



Tags: Industry: Sports
Company: C. S. HAMMAM-LIF
Agency: Memac Ogilvy Label Tunis
Country: Tunisia
Prize: Cannes Lion Prize,One Show
Year: 2013
Type of content: Video case study
Language: English
Topics: Emotional Marketing