Champions League Final 2017UK
This year’s UEFA Champions League Final was as busy for the Octagon team as it was for the Juventus back five. With over 50 Octagonians on-site working for clients Mastercard and Sony, we played a versatile Luka Modric role, seeing us do everything from cut the hair of 450 mad football fans, wave through over 100,000 fans as they came through the UEFA fan zone, and capture over 2,000 videos and photos for our friends at Sony Xperia.
This year's Mastercard campaign was over a year in the making, and the insight was simple: football fans don't see the game as a sport, but as a way of life. In fact, we noticed how it often led to fans behaving erratically, sometimes envoking madness...just have a look at this.
While not everybody would go as far as to skip a wedding for a match, get a tattoo of their favourite player:
or paint their entire body in their team colours and go to work for the day, we don’t have to look much further than the epitome of club competitions, the UEFA Champions League, to realize that the love of football extends beyond the palpable.
The 2016/17 UEFA Champions League Final between Juventus and Real Madrid was aired in more than 200 markets to an estimated global average audience of 160 million viewers and a projected global unique reach of 350 million viewers. Likewise, more than 100,000 people visited the Champions Festival in Cardiff over the course of the weekend. Big numbers. And we were right there amidst it all, running a truly 360 degree season-long campaign, from conceptualization to execution, that culminated with yet another Madrista trophy lift.
With our friends at Mastercard, we challenged fans to show how far they would go for their teams. More than 450 fans got their hair shaved match-day ready in our barber shop in the fanzone with some notorious #MadnessOrPriceless haircuts. There was a singing Barbershop Quartet and we delivered Priceless Surprises with our ambassador Ryan Giggs awarding tickets to the UCL Final along the way. We hosted close to 800 guests from all over the world in a best-in-class hospitality suite and got as close as you can to the action with Mastercard’s player mascots at both the Men’s and Women’s Finals.
A year of planning and hard work coming together for all but 90 minutes of football, but the team can’t wait to do it again in Kiev in 2018.
Meanwhile, over at Sony HQ, the event marked the first time that Octagon have managed Sony Mobile’s Champions Festival activation in its entirety, bringing the #ChampionsSofa campaign to fans on the ground, whilst highlighting the standout features of Sony Mobile’s new flagship handset.
Fans in Cardiff were invited to capture their unique celebrations in super slow motion, using the new Xperia XZ Premium, and share across Facebook and Twitter with the opportunity to win a trip to the UEFA Super Cup. The activation was supported by special geo-targeted push notifications to users of the Xperia Lounge app, encouraging those within 1km of Cardiff city centre to head down to the sofa.
There were some fantastic celebrations involving everyone from armed police, to great grandmothers and greyhounds, and in total, over 2,000 videos and photos were captured over the four days of the Festival, involving over 3,000 fans.
For match night itself, the focus of the #ChampionsSofa switched to the stadium. Having championed UCL fans at home during the regular season, it was the turn of the 66,000 fans inside the National Stadium of Wales to star. Using access to BT Sport camera feeds, the live reactions of fans watching the match were posted on Twitter in real-time, geo-targeted to the UK, marking the first time that UEFA has allowed an Official Partner to use live match footage ahead of the regular embargo time. In total, there were over 2 million views of all #ChampionsSofa content on Twitter.
And now, breath…until Kiev.