2013 Results

CAT 26 - Mobile Communications (PIE)


Memac Ogilvy Label Tunisia (TUNISIA)

C.S Hammam-Lif: "Mobilizing the 12th Man"26-02591-PIE

Agency (& City): Memac Ogilvy Label, Tunisia

Agencies: OgilvyAction, Tunis / OgilvyEntertainment, NY

Creative Director(s): Nicolas Courant

Copywriter(s): Mehdi Lamloum

Art Director(s): Gerald Heraud/Leo Ehrlich/Alexandre Chaulet/Niv Banhiamad/Yosri Mimouna/Sascha Kuntze

Programmer(s): Atelier 216

Business Director: Mouna Ben Hammouda

Executive Producers: Doug Scott, Sandy Haddad, Ted Robbins

Film Director(s): Xavier Mairesse

Production Company (& City): Propaganda, Tunisia / Chromista, LA /

Production Company Producer(s): Imed Marzouk

Agency Producer(s): David Zellerford, Bedis Benamor

Short explanation

This is how mobile technology allowed a football club to bring 93,100 fans in a 12,000 seats
2 years after the Arab Spring, tension amongst the Tunisian remained. For security reasons, the
Government decided that all professional Football League games had to be played without any
audience in stadiums. Forcing teams and their fans into a frustrating long distance relationship.
At the end of a football season with average results, Historical Tunis team C.S Hammam-Lif
faced a critical situation. Ties with their fans had eroded. And the most important game of the
year approached: the deciding moment whether C.S Hammam-Lif stayed in the league or not.
The team really needed its fans back.
We created the 12th Man App and brought back fans into the stadium. The 12th Man is a
downloadable mobile application that connects every fan to 40 speakers placed inside the
The app enables them to support their team while watching the game live on TV.
A simple tap on sound icons is instantly turned into powerful support: cheering, clapping,
drumming, singing... The more people press, the louder the sound in the stadium.
The 12th man app turned phones, which were only used to talk about games, into a tool to
influence the result of the game. By integrating the two most popular screens (mobile and TV)
during a live event and linking fans to stadiums, we empowered them again. Vice versa, the app
gave C.S Hammam-Lif the support it needed to win the crucial game and positioned the club as
one that truly cares about its fans, keeping them involved in the game against all odds.
A virtual experience turned real and made football an event again.
The 12th man app made Headline news. Energized by the support of their fans, C.S
Hammam-Lif won by 1-0, securing their place in the league. In a stadium with the capacity of
12.000, the app brought together 93.100 fans, with 1.2 million others watching the game


Professional Football Team