Task

Australian Open-2019 is one of four Grand Slam’s tournaments, which attracts world’s best players, as well as millions of viewers. All matches are broadcasted live on Eurosport 1 and Eurosport 2 channels. The main task was to promote these broadcasts and increase the number of views.

Solution

Pleon Talan team initiated the launch of viral activation with opinion leaders on the cause of Elina Svitolina’s, a popular Ukrainian tennis player, participation in the Australian Open 2019.

We invited titled athletes, famous showmen, popular bloggers and TV personalities to participate in the project. They filmed motivational videos and combined them into a single video clip. Alexey Durnev, Bogdan Yusypchuk, Alexander Skichko, Alexandra Loboda, Alexey Shabanov, Vitaly Gilevich, Myron Markevich, Daniil Zeus Teslenko, Roman Gryschuk, Anna Gres and others wished victory to Svitolina. All opinion leaders engaged, did this free of charge.

The video was published on YouTube. We initiated the video promotion in national online and social media, and encouraged the opinion leaders to repost it themselves.

“We believe! We cheer and watch you try to win your first Grand Slam!” – these words became the video’s key message. In order for millions of Ukrainians around the world to express their support for the tennis player and see her win the matches, we put the links to Eurosport 1 and Eurosport 1 under the video, as well as call to action phrase: “I'd rather be watching Elina Svitolina”.

Result

34 resources, including in social media, have published the motivational video, namely Hromadske, Unian, Delovaya Stolitsa, Telegraph, Znaj.ua, sport.ua, tribuna.com, UkropNews, champion.com.ua, ag.worldpronews.com, sport .bigmir.net, tribuna.com and others.

The message has succesfully reached its audience and Elina herself: she posted it on Twitter 2 hours before the match. Her post has been seen by over 24,300 subscribers, and the video received over 1,600 interactions.

This campaign significantly raised people’s interest in the Australian Open 2019, as evidenced by the Eurosport 1 and Eurosport 2 audience increase during the tournament’s broadcast.