Ziggo x UEFA
Feel the Love for Football - All the UEFA Football, now only on Ziggo Sport.
And that’s #5 in a row. Just like in previous years, VodafoneZiggo asked me to come on board as the ‘Senior Brand Producer Campaigns’ for its yearly big campaign: Being the first point of contact for all creative partners and liaising between them and the internal team.
I joined at a very early stage during the strategy phase, before the lead agency was briefed. Once the strategy is locked, it’s my task to align all preferred suppliers, gather the creative talent, and make sure this piece gets delivered on time and on budget, but most of all, creatively challenged and pushed. And so we did. What could be a better brief than focusing on ‘the love of football’?
These kinds of projects are the cherry on top.
Why? Because stakeholders are coming from all layers within the company, there are loads of IP rights to manage, and all involved creative partners deliver their top-notch teams. Now that’s what I call a great recipe for a thrilling ride. The fun part of these projects is always at the start for me. Funny enough, this is also the most essential stage for success. The best planning, alignment, meetings, and alterations make the best outcome. And by the best, I mean entertaining, value for money and future-proof assets.
Niels's role in Project Management. Budgeting. Scheduling. Project Leadership. Production strategy. Creative Support. Connecting the Dots. Talent Sourcing.
“We went live with a bang.
The 60s campaign video was simultaneously shown on all socials and 11 Dutch TV broadcasters.”
The audience was introduced to the campaign through a broadcast campaign, sharing 60”, 40”, and 20” videos without any activation or pricing information. The goal was simply to convey the message ‘Feel the love for football,’ along with the fact that UEFA rights are now with Ziggo for the Dutch market.
With the same main cast, we aligned shots for the 60” video as well as for shorter storylines to be used in unique assets that share facts about pricing and the advantages of being a Ziggo subscriber.
By doing so, all campaign assets score high on ‘recognition,’ as they all come from the same ‘family’.
Three days shoot: Simultaneously Video and Photography •••
76 assets created and counting, from one shoot •••
One shoot for serving .com + Socials + Outdoor + Broadcast channels •••
Negotiated sixteen talent contracts •••
Three days shoot: Simultaneously Video and Photography ••• 76 assets created and counting, from one shoot ••• One shoot for serving .com + Socials + Outdoor + Broadcast channels ••• Negotiated sixteen talent contracts •••
The social side of the campaign consists of numerous messages and storylines -tailor made per audience- but all with the same lead characters.
This variety of assets is used on both paid and owned channels, varying in length from 6 up to 20 seconds.
While the asset list was filled by numerous internal squads, external agencies, and external partners' wishes, we categorized all assets, flagging them as either ‘unique’ or ‘fit for purpose’. This resulted in a three-day shoot schedule that combined video and photography.
This approach delivered a UEFA Campaign asset library of high-resolution images and videos that could be resized, re-timed, and reformatted for various uses. For instance, content was used on a 400-meter, 12,000-LED wall at the Ziggo Dome, while another agency was able to create an interactive banner for LINDA. by simply reformatting and combining existing assets, being futureproof.
