40 teams from 40 countries and 5 continents – boys and girls aged 10-12 playing football on the National Stadium in Warsaw! This was the biggest and so far the most emotional CSR project we had a life chance to work on.
We’ve been working with Danone for 6 years already – mostly on CSR projects. Do you know they have a dedicated CSR person in the Board of Directors at Danone Poland? We find it still unique in the companies, yet we know this is the future – to add value to your business, to add value to the society. And Danone Nations Cup was this unique project – with great added value for kids and their families.
We chose to brief Brand Support on the digital part of Danone Nations Cup because we appreciate their work for 2 reasons: their professional approach in project management and their creative & fresh approach to each new project.. They also challenge themselves and us each time to make sure the project is developed in the best way possible for their client and also for the users. Brand Support took care successfully of the digital channels (website and social media), and developed all the artwork of the global communication campaigns. All initially fixed goals have been achieved!
Przemek Pohrybieniuk, Director of External Affairs & Sustainable Development Department at Danone
Poland was lucky to be the host of the DNC World Final in 2012. Thus the goals for our work was audacious! Together with PR agency and media house we had two aims:
- Raise the awareness of the event, in the football domain but also by passing the message of how important it is to raise your children in a healthy and active lifestyle.
- Help to bring as many people possible to the National Stadium in Warsaw for the World Final on the 9th of September 2012!
Our agency was responsible for all digital communication (website and social media), and for developing the creative for the outdoor, press, and radio campaigns. The project was run for 8 months.
We started long before the World Final. Every country has their elimination system to select the country representative. So in order to have a longlasting communication with our audience we started our campaign at the very beginning – with recruitment tools and initial DNC communication for Poland. We built a portal danonenationscup.pl – with teams profiles, tips for parents and trainers, scores from elimination phase and of course all social media tools that would allow to build a community around the teams.
A the same time we launched the official Danone Nations Cup Polska facebook profile and started building a community around sport, football, active life, proper nutrition – all values that may support a young spirit to be successful in sports.
In August we were among top sports Facebook profiles in Poland – with the highest ever engagement rate = 99%!. Isn’t it amazing? Our community manager did such a great job!
Preparation for the D-day was extremely absorbing. All our energy was invested into ticket distribution and inviting Warsaw and its surroundings to support international teams.
And when the day came – 09.09.2012 – 10:00 am – we saw enormous crowds in front of the National Stadium in Warsaw. We could not expect anything better. Families with kids, friends, friends of friends, key opinion leaders, journalists, VIPs – they all came. Nearly 41.000 people to support all the teams and enjoy a unique day!
And here is the winning team from South Korea.
Danone Nations Cup was the most engaging project in 2012 for Brand Support. Everybody in the agency was so happy to leave their footprint in this project. And when we woke up on Monday 10th of September – the day after the World Final – we felt like really missing something. I am sure we will remember DNC for years. And for the next World Final some of us will volunteer – just to be a part of this exceptional event. I definitelly will.
Aurelia Szokal-Egierd – Managing Director at Brand Support