Our task: To sell Amazon's first Sport Original to the fans. Inside Borussia Dortmund is a one-of-a-kind sports documentary: Throughout the 2018/19 season, director Aljoscha Pause filmed the team's ups and downs, including the lost championship finale, bringing us never-before-seen emotional scenes from the team's locker room, team bus and boardroom.
we were tasked with developing a name for the show as well as key art and,
based on that, a campaign and design kit capable of capturing the fan's
attention, especially on social media.
Bundesliga like you've never seen it before. To illustrate this, we put together a perfect combination of star players, drama and emotion and aligned all campaign measures with the core promise: "Behind the scenes – you've never been closer to the game".
to developing the main motif and campaign design, we had to make sure that all
relevant touch points were used to the full of their potential. To this end,
we created social media assets that the club and players could use on their
channels. This granted us maximum reach beyond paid media.
Here, too, we
made good on our core promise, e.g. by posting humorous interview shorts that
triggered player's emotions instead of posing the same old standard questions.
In our tattoo
quiz, we asked users to match tattoos to the right player.
"Mal Ehrlich" ("Let's Be Honest") we provided true
production team enjoyed the interesting challenge of coordinating the shootings
with the team's stars.