Nissan, the corporate sponsor with a prize no other sponsor could offer.
Where all other partners were simply announcing that they had UEFA Champions League sponsorship, Nissan made the most of the partnership by offering one lucky fan the opportunity to watch the UCL Final together with football legend David Ginola.
The campaign officially launched on Facebook, Instagram and Twitter ‘First View’ with hashtag #GetThereWithGinola, twelve days out from the UEFA Champions League Final. It featured David Ginola setting the challenge to fans: in order to go with him to the final, you needed to prove it. With classic Ginola charm, he assured you that, given you would be in such good-looking company, ‘the view will be excellente'.
Alongside additional short films of David Ginola released as retargeting content, animated gifs were posted to give inspiration to competitors, showing the sort of things they could do to demonstrate their desire to go.
In the same tone of voice as the launch film, David Ginola responded in real time to some of the competition entries as they appeared in social media, posting short reaction films that were pre-emptively shot on the main shoot day. He also posted a bespoke final congratulatory message to the winner, commending him on his efforts.
The campaign performed better amongst UK Football fans than both the Heineken and Mastercard campaigns. The view-through rate of the hero film 46%, exceeded Nissan’s benchmark of 36%. The campaign achieved 10.2m video views in a week across Facebook and Twitter, and also delivered the biggest influencer seeding impact by a UEFA partner – 40 recognised influencers shared our content to their football fan audiences delivering 7.4m impressions.