Havas Sports & Entertainment GermanyReview of 2011 and predictions for 2012

PR & CONTENT Media relations Editorial content Celebrities endorsement E-influence Lobbying Social Media Media partnerships Branded TV programs Cross media strategies Product placement Brand TV channels Radio programming Web channels Advertiser Funding

Programs

SOCIAL MEDIA/DIGITAL Viral Marketing Community management Advergaming Mobile Marketing Seeding Blogger relations Social Media Influence Marketing Live Measurement …

EXPERIENTIAL Live events Grassroots programs Hospitality POS animations Street Marketing Product sampling Internal incentives Creative/ OOH Guerrilla Marketing

European selected case studies in 2011

What's the story… Since young people can’t spend money like there’s no tomorrow, we helped them enjoy

tomorrow without spending money: having fun with the perfect ambassadors for their generation

We challenged Joko and Klaas, popular Jackass-style rival comedians, to the ultimate battle Giro sucht Hero” (Giro Casts a Hero) to become Sparkasse´s next ambassador and provide product testimonials to young people

“Serial born endorsers” The pair casted musicians to recreate the best Sparkassen theme-song and shake up the brand

´s safe style Strapped into rally cars with pro-drivers racing 150 km/h They used the bank´s locator app to deliver a cake to a Sparkassen customer, competing to

convert football fanatics with a cash prize transferred via the bank´s mobile app, they narrowly escape angry fans

On holidays, the pair used Sparkassen´s credit card to take hideous revenge on each other

Success 39% spontaneous ad recall vs closest competitor (13% V+R Banken and 10% ING) +75% recall for its Giro offers +21% desire for Giro account (45% vs V+R 22% and ING 5%) +8% leader bank

“GIRO SUCHT HERO” by Sparkasseor how to entice young people’s appetite for debit cards

AGENCY

MPG / Havas SE/ AM

Image Credit: Spkgoe Image Credit: Spkgoe

Image Credit Creative ReviewImage Credit Creative Review

Image Credit D2DImage Credit D2D

Why we liked it…Biggest brand Facebook page amongst German financial brands Facebook page ranks #10 worldwide among financial pages +135,000 Facebook-fans, 441,000 visits, and 25,500 comments 823,406 votes 1.8M battle video views

Mai 2011

Go watch video: http://tinyurl.com/c7kvj8fJung von

Matt

 

December 2011

AGENCY

OBERMUTTEN by the mayor of Obermuttenor how a small village can reach global press coverage…

What's the story… Switzerland has many lovely little villages in the Alps, such as Obermutten, but sadly nobody knows

them. For that reason, the major of the small town Obermutten decided to create a Facebook page with a special promise

“Grüezi” to Obermutten The campaign started with a video, featuring the mayor's promise that anyone who 'liked' the

village's Facebook page would have their profile picture put on the Obermutten's notice board Soon, the notice board was so full that the profile pictures had to be put on houses. In addition to the profile pictures posting, the campaign engaged its fans with more video postings

and a contest for one lucky person to win a scarf knitted by the mayor’s daughter.

Success Almost 15.000 Facebook Fans 4 out of 5 Fans interact with the page Fans from 32 countries Approximately 60 Million people have read or heard about Obermutten worldwide thanks to the

Facebook campaign and the press coverage around it Costing about 10,000 Swiss francs, the campaign has reportedly brought in 2.4 million francs in

earned media

Why we liked it… A village of 79 inhabitants creates a campaign that reaches 60 Million and

generates more fan engagement than Lady Gaga. A good example for “THINK BIG”

Image Credit Page Online deImage Credit Page Online de

Image Credit 24 heuresImage Credit 24 heures

Image Credit BrowseImage Credit Browse

NIKE TAKE MOKUM CAMPAIGN by Nikeor how to re-launch a sport…

What's the story… Nike was determined to reset runner’s minds in the Netherlands. Youngster think that running is

boring, so Nike devised a plan to have people “Run Unleashed,” making running light hearted, playful and enjoyable and, thus, attracting a whole new target group of young urban runners

A new way to run… Nike created a revolutionary Facebook application that let runners draw a graffiti running route

over the map of Amsterdam. They could color the graffiti by going out running, registering the run with Nike+ and filling the graffiti with their actual KM’s run.

The graffiti made them run in completely new way. It shifted from being focused on schedules and minutes to expressing creativity while running. And it attracted the young, urban runners who started designing creative graffiti’s turning the map of Amsterdam into a virtual canvas

A Nike Runhouse pop-up store was opened close to Amsterdam’s most famous urban park where Nike further engaged youngsters in the Run Unleashed experience with events, runs and free product trials

Success They converted over 9,000 new running members The online running club was visited 183,275 times 220 graffiti’s were created on top of the Amsterdam grid within 6 weeks time (colored with

1,268 Nike+ kilometers)

Why we liked it… It was a creative way to attract the youth population to a sport that is all about routine,

lacks heroes and is actually pretty boring

Go watch the video: http://bit.ly/kBObGt

Boondoggle

June 2011

AGENCY

Image Credit GeomarketingImage Credit Geomarketing

Image Credit Amsterdam Ad BlogImage Credit Amsterdam Ad Blog

Image Credit Expression that InspiresImage Credit Expression that Inspires

What's the story… Guronsan, the perfect remedy for hangover identified the party-goers as their primary target,

faced the problem of not reaching its target markets as they don’t often go to pharmacies or read pharmaceutical advertisings when their head is pounding

Guronsan had to find a way to bring a pharmaceutical product to them…by making it cool

Kill the monster, have a guronsan ! Guronsan created the hangover monster, a big green creature that shows up in the morning when

people have drunk too much. Equip with a sledge hammer, the monster wreaks havoc The monster hangs out where people are likely to party: summer music festivals, college parties,

and night clubs The monster is on Facebook too and has daily interaction with fans that could invite him to their

own parties Online presence on YouTube guaranteed to document the Hangover Monster high jinks

Success The Facebook page was the number 1 health page in Portugal and number 10 among all

businesses with more than 3 million pages viewed on the social network Generated tons of user content More than 22,000 likes on Facebook

Go watch the video: http://bit.ly/k691Gu

Why we liked it… Guronsan managed to make its product fun and reached its goal of being recognized as

the 1st remedy for hangover by all the party-goers The ultimate aim was to kill the hangover monster but as it was cool, some would

prefer to have him hung around!

THE HANGOVER MONSTER by Guronsan or how to make a boring product awesome...

Lowe Ativism

April 2011

AGENCY

Image Credit Coisa SemanalImage Credit Coisa Semanal

Image Credit Facebook Image Credit Facebook

Image Credit AdBeat Image Credit AdBeat

What's the story… The official beer supplier Carlsberg of Woodstock Festival in Poland, also sponsor of UEFA EURO 2012, created a

huge brand zone for the ultimate fan experience and tested possible brand activations for the EURO 2012

“More than just beer” Besides the generic function of beer supplier, Carlsberg offered various activities to attendees Carlsberg installed a massive football stadium where attendees could watch matches or play in teams

against other attendees The Carlsberg Fan zone offered in a chill-out area some fun games such as table-football An activity of returning old Carlsberg cans not only kept the festival ground clean but also provided

the collectors with cool Carlsberg products as t-shirts The Carlsberg UEFA tent informed visitors about past European Cups and Carlsberg’s partnership with

UEFA

Success Brand awareness results among attendees reached incredible 85% for unaided recall and 93% for

aided recall on-site 86% of the over 500.000 festival attendees visited the brand zone

Why we liked it… Carlsberg proved with this Festival brand activation how flexible and

innovative a brand can be to create awareness If you are interested in the results of the European festival study that was

conducted by Havas S&E, please contact: Christopher.Rapaport@havas-se.com

FESTIVAL FAN ZONE by CARLSBERGor how to raise awareness among attendees at Festivals…

Euro 4D

October 2011

AGENCY

Image Credit: HS&EImage Credit: HS&E

Image Credit: HS&EImage Credit: HS&E

Image Credit: HS&EImage Credit: HS&E

What's the story… To announce its brands new video game (DC UNIVERSE ONLINE), in which you can design your own

super hero, Playstation created a real-life tailor shop. Gamers could go in and have their personal super hero suits made

“Mr. Lee is all about confidentiality…”

An original truly integrated campaign where you can make your suit a reality and live the same experience as the game in the off line world

The shop opened in the heart of Madrid, near the majority of comic shops. Undoubtedly, it received lots of success and soon there was a long waiting list to get tailored. Book yours and try your chances to make your crime fighting alter-ego a reality

Success It was the most successful campaign launch for Playstation yet and Mr Lee Taylor Shop is more sought

– after than the Batcave!

THE TAYLOR SHOP OF MR. LEE by Playstation

Go watch the video: http://hpar.is/4da6 AGENCY Leo Burnett

Image Credit Nerd BastardsImage Credit Nerd Bastards

Image Credit Creative ReviewImage Credit Creative Review

Image Credit D2DImage Credit D2D

Why we liked it-They brought to life the charaters in the game with a real life opportunity to be tailored like your superhero. -This campaign enabled the whole family to experience and be informed about the world of DC universe online [and offline]

What's the story… On Sunday, March 13th before the Bari-AC Milan football game, Gazzetta dello Sport, an Italian

sport newspaper decided to set up an amazing spoof of the pregame rituals of all 22 players on the field

Ibrahimovic playing frisbee... Players from both sides ran out onto the pitch and immediately abandoned their usual warm-up

routine Zlatan Ibrahimovic chose to play frisbee. A pink capped Sergio Almiron pretended to go for a

swim. Thiago Silva entertained the crowd with his limbo skills. Even Gennaro Gattuso got involved as the pitbull began prancing around with the referee

Success Confusion started to reign in the stadium - fan reaction was incredible More than 460,000 views of the video on YouTube in only a few days

Go watch the video: http://bit.ly/g4nROU

Why we liked it… A fabulous stunt pulled off by Gazzetta dello Sport that fits really well with

their slogan

ALL THE PINK OF LIFE by Gazzetta dello Sportor how to create buzz via live and traditional media...

March 2011

AGENCY

G-Com

Image Credit: YouTubeImage Credit: YouTube

Image Credit: YouTubeImage Credit: YouTube

Image Credit: YouTubeImage Credit: YouTube

What's the story… Riding off the tag-line ‘That Calls for a Carlsberg,’ Duval Guillaume Modem decided to test the

perseverance of a number of innocent couples in a movie theater

“This is not what we paid for” To reinforce the new baseline ‘That Calls for a Carlsberg’ Duval Guillaume Modem proposed an

original experiment. In Belgian cinemas some innocent couples were confronted with a theatre filled with not-so-friendly gentlemen and only 2 seats left…

How will they react? The result of this experiment can be seen in Kinepolis and online via YouTube

Success 4,450,000 people watched the YouTube video A worldwide buzz

Go watch the video: http://bit.ly/k691Gu

Why we liked it… Carlsberg has fun with clichés of the beer drinkers and realizes a viral movie in

which the rebels are not necessarily the ones that we believe.

BIKER CINEMA STUNT by Carlsbergor how to test the perseverance of innocent couples

Duval GuillaumeAGENCY

Image Credit GoogleImage Credit Google

Image Credit GoogleImage Credit Google

Image Credit GoogleImage Credit GoogleOctober 2011

What's the story… T-Mobile presented a real-life version of the famous digital game for mobile phones “Angry

Birds” in order to create a cool and fun brand image

Come play with us The installation of the real game scenery invited passersby to use a mobile phone to

launch monster size bird cannons across a teetering display Just like in the digital game, there were even exploding artificial birds flying to up to 50

meters The well known background music of the game was played by a real band Although not everybody was able to play due to high effort for the scene construction, the

consumer surprising event provided a great atmosphere for everybody

Success Video viewed over 7.200.000 times in the first month

Why we liked it… Not only is the campaign creating additional brand awareness for T-Mobile, it also

communicates a fun and young brand image towards its young target group The spirit of viral campaigns is in accordance with the T-Mobile lead slogan “life is for

sharing”

ANGRY BIRDS LIVE by T-Mobileor how to transform a mobile phone game into real life…

Satchi&Satchi

June 2011

Go watch the video: http://bit.ly/lXmfYg

AGENCY

Image Credit The Inspiration RoomImage Credit The Inspiration Room

Image Credit Inside Mobile Apps Image Credit Inside Mobile Apps

Image Credit Very Bad Frog Image Credit Very Bad Frog

What's the story… To go with the brand’s message that ‘Slimming doesn't have to be boring’, Contrex, the bottled

water owned by Nestlé, developed an event that demonstrated just this…exercise can be fun

“Paddle for Chip & Dales” Pink lights, a majestic building, 10 bikes, a lot of women and a striptease Contrex mineral water is calcium-rich, which supposedly speeds up the metabolism, thus

burning more calories and helping you lose weight faster The event, targeting the ladies, saw a group of women burn 2000 calories in just a few minutes

of fun and playful cycling Riding pink work out bikes powering a neon light man’s strip tease, they illustrate that working

out doesn’t have to be boring or tough, and when it’s over, a well-deserved downing of Contrex comes as a great reward

Success Almost 10 million views - on the official video only, with 20, 000 likes Shared on about 20 blogs

Go watch the video: http://youtu.be/yEH4Yum4nN4

Why we liked it… Strong illustration of the brand message and DNA as a fun, playful and health

conscious brand

CONTREXPERIENCE by CONTREXor how to incite women to exercise in a fun way…

AGENCY Marcel

November 2011

Image Credit The Cool Collector Image Credit The Cool Collector

Image Credit NaverImage Credit Naver

Image Credit The Inspiration RoomImage Credit The Inspiration Room

Havas Sports & Entertainment GermanyPredictions for 2012

After heavy flirting with social media in 2011, brands will go beyond merely looking at Likes and Fans, and start caring and measuring engagement and community building

The value of a meaningful relationship will be properly appreciated to build strong communities, CRM programs, loyalty and integrated transactions

To prove the effectiveness of social media campaigns, brands will develop more sophisticated measurement algorithms to prove the ROI, more commonly to be known as ROSS (return on social spend)

By the end of 2012, successful brands in social media will have focused more upon increasing their levels of engagement with fans, than the number of fans

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/owenwbrown/4857593259/

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/owenwbrown/4857593259/

Social Media Effectiveness ‘Beyond Fans and Likes’

Cyber PR will become more challenging across online influencers who traditionally would blog or tweet about a campaign for free. This will change in 2012. The world’s first million dollar blogger will be created

Already in LATAM, and especially in Mexico, it is not un-common for a blogger to request $15,000 for a Tweet or blog post mentioning or linking to a brand. This emerging trend will spread across the globe

Accessing a blogger, will in some instances require contacting a blog management agency. Blog networks will manage the syndication of posts across a diverse range of interests and passions

Million Dollars Bloggers

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/suzanneandsimon/1746100681/

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/suzanneandsimon/1746100681/

The Social Olympics 2012

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/31808226@N05/6130296771/

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/31808226@N05/6130296771/

London 2012 will be swamped in social media

More Tweets, shares, Likes, posts, comments, views will take place in 1 month, than ever before

News, scandals, records & exclusives will all be read on Twitter first. Then on the news channels and papers. Footage we aren’t supposed to see, we will. Thanks to Facebook, bit.ly and YouTube

There will be more Likes and friends for London 2012 than any other sporting event, ever. It will remain one of the top 5 trending topics in Twitter globally, for 1 month

During the 100m final there will be more messages, images and videos shared via social media, than at any other time since the dawn of the world wide web

Fan Sourced Singles

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/mwiththeat/3712998374/

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/mwiththeat/3712998374/

Artists are increasingly asking their fans to not only suggest or create their album artwork, but to contribute to the actual audio that is released on the single or album.

During 2012 we predict an increase in fan sourced audio. More and more fans will contribute to the official release, making the list of credits read like a who’s who of the ultimate fan club.

Brands and artists will embrace this collaborative opportunity. A fan will be supersaulted from his bedroom to the 02 or Wembley stage. Royalties will take this fan from a 1 bedroom apartment, to a beach front bungalow.

Campaigns will be created in days and weeks, not months or years. Real time listening, creation, and distribution will mean a trending topic is acted upon, to create the long tail effect of relevance, overnight

Traditional production and content costs will go down, but licensing costs will go up, benefiting bedroom content creators

A fan at a sporting event will get rich quick, over the course of the weekend, at the press of a button. His unique content will be viewed (YouTube giving him advertising revenue for his page), licensed (broadcast revenue) and used without permission, winning a liable case

Agile content : more relevant, less costly

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/walmartcorporate/5793422190/

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/walmartcorporate/5793422190/

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/sanjoselibrary/2944498979/

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/sanjoselibrary/2944498979/

Personalized Content

Content will be more customized for each target audience based upon location, profile, interests and their networks.

Smart filtering and customization will make content more shareable and rewarding. Sharing content across a consumer’s peer groups, will provide another layer of rewards for the consumer. Great content will continue to be viral and shareable.

An increase in mobile content, delivered direct to a consumer’s handset will create connections all through the day, the night, and weekend.

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/cambodia4kidsorg/3290848259/

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/cambodia4kidsorg/3290848259/

PR accountability

PR will become more accountable and more accurate in measuring the ROI.

Traditional media monitoring agencies will integrate buzz monitoring services and metrics to provide more accurate qualative and quantative results.

Every PR agency will provide as part of a campaign evaluation : reach, sentiment, influencer analysis and equivalent media value (through an updated media evaluation tool).

Accountability and campaign evaluation will become more accurate and enable more accurate campaign planning and re-optimization. Clients will request greater accountability and performance related pricing models.

Location Based Entertainment (LBE)

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/da_belkin/6462640765/

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/da_belkin/6462640765/

Sporting venues and stadiums are the second most checked-in places worldwide. The most popular checked-in places are airports

Brands, sponsors and rights holders will leverage this opportunity to geo target fans with compelling and shareable content and promotional messages. Having identified a physical fan, data will provide an on-going and customized relationship back to their home

2012 will see a huge increase in the connections between these attending fans, virtual fans and brand messages. 2012 will become the year of social currency – more shareable, more entertaining and more personalized

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/zoetnet/4212133196/

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/zoetnet/4212133196/

Live events get greener

Stronger corporate social responsibility, combined with increased consumer awareness of recycling and the need for a cleaner environment, will result in more environmentally friendly events.

Sponsors will require event producers to have committed to make the event as carbon neutral as possible. Sponsors will consider this ‘green score’ just as much as the number of attendees and media value.

Recycling will have high visibility at each event and be a creative and entertaining activity that attendees warmly embrace.

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/brook/33496825/

Thanks to Flickr.com- creative commonshttp://www.flickr.com/photos/brook/33496825/

Digital Amnesty Day

1 day a year, everything will shut down, almost. Companies will ask all their staff to ‘switch off and unplug for 24 hours’.

At first employees will be scared and confused. They will scratch their heads wondering how they can perform their job or task, without a digital connection.

After 3 hours a smile will spread across their faces. It will be a beautiful day or real relationships and friendships the old fashioned way, face to face. We will re-discover social skills, beyond Facebook. We will put into perspective the role of digital. It will become a yearly event.

For any question, comment or request, please contact us:

Alban DechelotteCreative and Managing Director

alban.dechelotte@havas-se.com0049 69603292382

http://www.havas-se.de http://www.facebook.com/havasse.de http://www.twitter.com/havas_se_de