In December 2011, some of the world’s most prestigious former soccer players did the honors and came to Hamburg to participate in a charity game called “Match Against Poverty.” United Nations Development Programme ambassadors Zinedine Zidane and Ronaldo spearheaded scores of top-class players who teamed up to face an all-star team of the local Bundesliga club Hamburger SV. The HSV hosted the game in its Imtech Arena. All proceeds benefited the people suffering from a terrible drought in East Africa at the time.
During the planning phase, a team of 25 undergraduate students, including myself, entered a collaboration with the HSV staff, taking over the advertising efforts for the game. The goal of the four-week project was to organize and implement a cross-media advertising campaign. Together with two peers, I led the operation as the campaign’s executive producer.
This page features some of the content we produced during the course of the four weeks leading up to the match in order to promote the game and its ticket sales. We pitched all the content to local, regional and national media outlets and were widely featured on TV, radio, print publications and websites alike. For English translations, please scroll down to find a PDF link below the respective window (where applicable).
This ad was the first piece of content we produced in order to raise awareness. It was published on the club’s various social media platforms.
Our campaign staff wrote this radio advertisement. We produced it in the studios of the regional public radio station NDR2 with the help of one of their best-known soccer reporters and a well-recognized TV voice. The ad was broadcast three times a day on NDR2 in the two weeks leading up to the game.
As part of our ambush marketing strategy, we produced this viral game teaser with the help of four at-the-time current HSV players Jeffrey Bruma, Dennis Diekmeier, Dennis Aogo and Marcell Jansen. This video was a great success as it was picked up by various regional and national TV stations such as NDR and Sport1. It was also mentioned on websites and in influential newspapers such as BILD. It was shared thousands of times on social media platforms – even on the official Facebook page of the German national soccer team with more than a million followers. For means of disclosure: The color we used in the video was chalk spray, which would wash off during regular rain fall. We did not cause any permanent damage to the sites displayed in the video.
The final piece of our campaign was a documentary that we produced in order to capture the extraordinary efforts so many players and officials put into making that game possible and helping those who needed their help. The documentary features statements from key actors such as Zinedine Zidane, HSV general manager Carl-Edgar Jarchow and many more participants.