Le marketing sportif s’invite à Cannes

Cette semaine fut sans doute la semaine la plus importante du monde de la publicité et de la communication car se déroulait la cérémonie des Lions à Cannes, plus formellement appelé le Festival International de la Créativité, cérémonie couronnant les meilleures campagnes et réalisations de l’année écoulée.

Quelques surprises dans la liste des gagnants mais par dessus, j’ai été agréablement surpris du nombre de projets « shortlistés » et victorieux liés au marketing sportif. Si mon recensement est correct, ce ne sont pas moins de 20 campagnes primées par des Lions mettant en avant un produit de l’univers du sport ou un partenariat ou encore une activation d’un contrat.

Si on regarde ces 20 cas, on voit ressortir 2 tendances ou plutôt mots-clés : Coupe du Monde et équipementiers sportifs.

En effet, les campagnes primées sont généralement l’oeuvre des marques leaders dans le monde de l’équipement sportif et donc du marketing sportif, à savoir Nike, adidas et Reebok.

Reebok a reçu un Lion de Bronze dans la catégorie Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media pour le lancement et le développement de son application, The Promise Keeper dont je vous parlais ici.

adidas avait entré 2 projets et les deux furent primés, à savoir les Sky Comics au Japon (la campagne de soutien à l’équipe japonaise de football et notamment toute la réalisation événementielle) et la campagne « The Messiah » au UK (la visite éclair de Lionel Messi sur le sol britannique), donc bravo à la marque aux 3 bandes qui fait un sans-faute.

Mais indéniablement, the big winner is Nike qui rafle la mise avec pas moins de 7 Lions! Bien évidemment le Lion d’Or va pour la campagne Write the Future et notamment toute sa déclinaison et activation sur le digital et les médias sociaux qui a fait de Nike, la marque la plus mentionnée sur les réseaux sociaux en 2010.

Le Lion d’Argent a été décernée à l’application Nike Football+ Team Edition, une application de gestion d’équipe permettant à n’importe quel coach d’avoir les mêmes programmes d’entrainement que le FC Barcelone, la Juventus ou encore la Selecao (à l’époque de sa sortie, l’appli avait reçu un FWA mobile…).

Puis vient la flopée des Lions de Bronze. Nike en prend un pour la campagne The Black Mamba avec Kobe Bryant, l’un des ambassadeurs de la marque, sorti en février dernier, un Bronze pour la Nike City Cup au Mexique, un dans la catégorie Outdoor pour The Film Room aux USA (ou comment enseigner des « signature moves » de joueurs de la NBA aux jeunes dans la rue), un autre Bronze dans la catégorie Mobile Advertising pour l’application Nike Training Club (60 exercices de fitness dans une appli qui est devenue #1 dans 36 pays et a été téléchargée plus d’1 millions de fois le mois du lancement), un autre Bronze pour le site internet Nike Free Arena (réalisé par R/GA New York).

La Coupe du Monde a très clairement stimulé la créativité des agences de publicité et de communication qui ont produit du travail de qualité avec notamment PHD London pour Irn Bru (une boisson au goût vraiment bizarre) et la campagne Bruzil qui a permis d’augmenter de 8% les ventes du produit pour seulement £150 000 investis et de faire émerger dans un contexte ultra compliqué (pas de droits durant la Coupe du Monde et l’Ecosse ne s’est pas qualifiée pour la compétition). Au final, c’est un Lion d’Or dans la catégorie Best Localized Campaign pour Irn Bru. On retiendra aussi les campagnes Gatecrash the World Cup par Burger King (Lion d’Argent dans la catégorie Best Integrated Campaign Led by Direct Marketing) et Cardenosa pour Movistar (Lion d’Argent dans la même catégorie).

Pour les autres opérations de marketing sportif ayant reçu des prix à Cannes, je vous en recommande 5, à savoir la Budweiser PoolBall en Argentine (football et billard mélangés, génial!); la série TV autour de la Nissan Playstation GT Academy (Nissan a signé un partenariat avec PlayStation permettant aux 20 meilleurs joueurs de Gran Turismo de conduire une vraie Nissan GT-R et gagner la chance de participer aux 24 Heures du Mans); Sneakerpedia, le wikipedia de la basket, initié par FootLocker ou comment une marque arrive à initier un mouvement sur les médias sociaux autour de son ADN de marque (Lion d’Or dans la catégorie Websites & Microsites!); le site We Are Tennis de la BNP Paribas, réalisé par R/GA (Lion d’Argent dans la catégorie Websites & Microsites : Corporate Information) et bien évidemment l’application Heineken StarPlayer qui va sans doute bouleverser notre façon de consommer le sport à la TV (Lion d’Or dans la catégorie Mobile Advertising).

J’espère que vous avez pu arrivé à la fin de cet article sans trop de peine mais si vous avez le temps, allez voir ces cas car si vous ne le connaissez pas, ils valent tous le coup!

Un peu déçu néanmoins car j’attendais un Grand Prix pour l’une de ces campagnes cette année, ce qui aurait démontré toute la force et la créativité qu’offre le marketing sportif (NDLR : en 2010, Nike Chalkbot avait gagné en Grand Prix dans la catégorie Cyber, la fondation de Lance Armstrong, Livestrong, était repartie avec le Grand Prix dans la catégorie Titanium & Integrated et Gatorade Replay avait pris celui dans les catégories Promo & Activation et PR)

D’ailleurs, sondage rapide, quelle est votre campagne préférée et pourquoi?

ENORME EDIT : Nike vient de remporter le Grand Prix dans la catégorie Film pour le film de Write The Future alors que Puma et son film After The Hours Athlete reçoit un Lion d’Or dans la même catégorie et le Grand Prix dans la catégorie Film Craft. Un grand bravo à ces deux marques qui ont indéniablement produit du travail de grande qualité! A noter aussi un Lion d’Argent pour Nike et sa publicité « Rise » autour de LeBron James, un Lion de Bronze pour nos jockeys nationaux du PMU et un Lion de Bronze pour une publicité de Vivo, partenaire de la Selecao, en l’honneur de Pele.

Je vous laisse avec cette dernière publicité de Nike, diffusée en décembre 2010, qui a utilisé ces ambassadeurs (Andres Iniesta, Rafael Nadal et Pau Gasol) pour rappeler à toute la population espagnole de ne jamais douter et de continuer à travailler malgré la crise financière qui frappe le pays.

46 Commentaires

  1. Dédicace à Briko, la campagne « Write the futur » a vraiment envoyé du bois.

    Perso, j’ai aussi bien aimé le « Star Player » d’Heineken, une autre façon de concevoir le foot à la télé vraiment bien pensée

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