Agency of the Year: adamandeveDDB, London

Billboard
Innovative Use of Billboard

Bronze Winner

Entrant: adamandeveDDB, London

Google+
"Front Row"


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Corporate Name of Client: Google+
Agency Account Director: Sam Brown
Account Executive: Matt Dankis
Agency: adamandeveDDB, London
Executive Creative Directors: Ben Priest/Ben Tollett/Emer Stamp
Creative Directors: Aidan McClure/Laurent Simon
Copywriter: Neil McGuirk
Art Director: Darren O'Beirne
Head of Production: Rory O'Connell
Business Director: Harriet Jones
Digital Producer: Imogen Hesp
Head of Google+ Marketing for EMEA: Cristian Cussen
Producer: Scott Brock
Product Marketing Manager: Kev Maguire

Description of the Project:
Google+ offers people the chance to get closer to the things they love.
 
We wanted to show football fans how the platform could help them connect to their favourite club. And we began with the world’s most supported football club; Manchester United.
 
United has 650m fans worldwide, who are devoted to supporting the club. But less than 1% live in the UK. So very few ever get the chance to visit Old Trafford and show their support pitchside.
 
We used the digital pitchside hoardings at Old Trafford to bring Google Hangouts to life on a grand scale - with fans around the world showing their support - live.
 
The project transformed what it means to be a global sports fan, whilst raising awareness of Google+ and Manchester United’s profile on the platform.
 
The project reached a huge audience, with over 100 million viewers watching the fans appear on the pitchside hoardings during Manchester United vs Liverpool on March 16th.
 
A massive amount of buzz was created. #MUFrontRow became the top trending topic on Google+ worldwide, and over 350 press and blog articles documented the event.
 
Manchester United saw a 250% increase in the growth rate of their Google+ page, making it the fastest growing page on the platform.