UEFA wanted to use the power of music to create a truly integrated creative platform that would help access new audiences and allow fans to use music to get to the heart of the EUROS tournament in France. It was also crucial that the one track was integrated into all fan touch points giving the tournament a consistency and utilising all assets from in stadia to global broadcast – something that had never been achieved before because of complex rights issues around publishing.
The strategy for this campaign was three years in the making. There was a rigorous talent procurement process to ensure the artist selection would work for a global football audience. The sell in to David Guetta and his management happened two years before kick-off with a comprehensive breakdown of rights required and the contra value of the campaign to support negotiations. The key driver to the big idea was ‘how can you get a million fans to sing on a global hit record?’. We needed an innovative tech solution and a powerful call to action. David Guetta wrote the track and then sent an invite from his studio to record on the official song. Over a three month period, 1M+ fans used the pioneering web based app that allowed them to sing a section on the track. Those recordings together created a 1M strong fan chant which features on the official song and was then integrated into every aspect of the tournament sound output. Each of the 230 broadcast partners was given an audio toolkit which they integrated into all aspects of programming from ad breaks to goal celebrations. The track was launched at the official draw, performed at the official opening and closing ceremonies, a 100,000 free to enter kick-off concert at the Eiffel Tower and everywhere from in-stadia to fan zones.
The campaign was launched by UEFA and David Guetta to global media with a pop up recording studio in front of the Eiffel Tower. It explained how fans were able to use an HTML5 online app to record their part of the official song and receive customised artwork in their national team colours. The global TV launch of the partnership took place at the official draw for the tournament to a broadcast audience of 50M fans. Key events included a 61 day touring David Guetta / Euro 2016 music experience as part of the official trophy tour on an SNCF train across France. The tournament kicked off with a free 100,000 concert under the Eiffel Tower followed by official opening and closing ceremonies featuring vocalist Zara Larsson viewed by a global TV audience of 500M. The real coup of the campaign was to ensure the track became the ‘sound of’ the tournament including everything from team walkout, goal celebration, TV idents, and trophy lift. This guaranteed the song and campaign would maintain its momentum through the entire tournament providing a truly consistent audio bed and become the most integrated music campaign of any global sporting tournament.
The combined reach of UEFA and David Guetta and the biggest sporting tournament of the year created staggering results:
• Number 1 hit record in 15 countries
• Top 10 record in 30 countries
• 1M+ recordings on official app
• 200% increase in female engagement on UEFA social channels
• 100M+ social media reach & 386M total media reach
• 175M views of official video on YouTube
• 21M views of National Association customised video versions on YouTube
• 4M reach across fan zones
• 273M plays of the track on Spotify
• 185M monthly radio audience
• 500M Global TV audience for live track performance at opening and closing ceremonies
• 6BN total TV audience
• 130K new UEFA CRM registrations
• 25 global radio partnerships & 12 National Association promotions