Hey. Did someone just mention FC Barcelona?

 

 

This was an unusually interesting project. Even more so with the numerous international con calls we had with our Beko clients in Turkey.

 

Our brief was very specific.

Beko was just announced to be an official Premium Partner of FC Barcelona. 

Beko wants to sponsor 22 Barça fans around the world a return trip to play a match at Camp Nou (FC Barcelona's homeground).

 

With budget contraints, how can we launch a global campaign enticing fans to participate, all while remaining true to Beko, a family household brand?

 
So I thought, what if we play up this one particular universal behaviour - where you stand beside a famous statue, mimic its exact same pose, and take a photo side by side?

 

This idea naturally unravelled into our #Home2Campnou campaign, where we got fans from around the world to mimic specific shots of Barça players, right from their very own home.

 

It was a very universal, yet simple idea.

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Our official space to view the latest hot shots submitted from around the world.

We made the campaign feel bigger and more personal by adding a neat little feature where users get to visualise their submissions alongside the original shots. They also get to check out the distance from their #Home2Campnou.

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Instagram
 

We drew up an ecosystem by considering the user-journey from various communication touchpoints and drivers.

 

Through the #Home2Campnou hashtag and @Beko tag, we were able to select and re-gram the best shots on our Beko Instagram page, enticing even more participants to outdo one another.

 

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Promo video
 
To get fans excited about Beko and FC Barcelona.

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Our clients were very pleased with the overwhelming number of entries from 87 countries all around the world.

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Post campaign

We didn't want things to just end at Camp Nou. So we got sports celebrity Andrew Henderson to give world viewers a live update, driving further conversation on social platforms.

We also ensured that key moments were captured into a video for further viewing.

 

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Behind the scenes

Here's a snippet of the green screen and how we envisioned our Instagram long-scroll.

The love for football is indeed universal.

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Agency: R/GA Singapore