Demonstrating the global strenght of the brand through digital activation

Using a product from our product line, we created a quiz based on the principle of famous Jeopardy!, that the users were able to play only after completing the process of registration. The most successful candidates were awarded with tickets for Champions League matches on weekly basis.

COMPANY
Unicredit Group is a successful Pan European Commercial Bank, delivering a unique Western, Central and Eastern European network with more than 25 million clients, which enables them to command one of the highest market shares in the region. The group is recognized by its extensive and long lasting sponsorship of the UEFA football club competitions, especially the Champions League.

At the local market, the global strategy was implemented in 360° campaigns following the predefined guidelines.

Concerning this campaign, building further on their sponsorship of the UEFA Champions League, the client’s request was to create digital content that would both stay on the football territory and enable gathering information for their customer database. They also wanted to show strength of the Group by offering their target an activation that would reward them with prizes, which would reflect that strength.

PRODUCT
Using a product from our product line, we created a quiz based on the principle of famous Jeopardy!, that the users were able to play only after completing the process of registration. The most successful candidates were awarded with tickets for Champions League matches on weekly basis.

MECHANISM
After registering and leaving information for database at the company Facebook page, the users enter the application. The quiz was designed to offer the choice between four different categories of questions – finals, football history, stadiums and cities, football landmarks. Each category had four difficulty levels, which secured different amount of points for correct answers. Users were able to enter the application once a day and play each category once a day, choosing their difficulty level. The points earned were added to a total weekly score. The most successful players were awarded with match tickets weekly.

RESULTS
Other than creating a huge buzz among the users, the results were more than great. A total of 3.204 people added to the database at the end meant that the goal was achieved. Additionally, these results were followed by over 1300 players a week and over 300 players entering the app every day.

INTEGRATION: Facebook
PROJECT DURATION: 3 weeks
RESULTS: 3.204 quiz games played
SECURITY: Advanced