OTRO is a new digital fan club created by top footballers to help them connect with their fans, tell personal stories and shine a light on their lives away from the pitch.
OTRO, which is Spanish for ‘other’, was created by the players for the fans.
It is a digital platform which aims to bring football fans closer to the players they love by working directly with the world’s greatest footballers.
The idea is to create a modern, global community where players and fans engage by essentially enabling the stars of the game to connect with their fans and tell their stories their way.
The launch campaign was initially teased socially from the end of November through a set of black and white player images,
before twin ‘Welcome To Otro’ launch spots debuted on 3 December.
The spots start the OTRO mission of depicting the ‘other side’ of the 17 founding players’ lives.
The 60-second version stars David Beckham, Neymar Jr and Lionel Messi,
while a matching 40-second video features the likes of Isco, David Luiz and Eric Cantona).
The launch spots is supported by a rich set of image and video content pieces (driving viewers to subscribe/join) running across the brand’s usual social channels such as Facebook,
Twitter,
OTRO is a digital fan club created by the players for the fans. Click here to join > https://t.co/EQiElWFSy0 #OurOtherClub #OTROisHere @PauDybala_JR @DavidLuiz_4 @JB17Official @RomeluLukaku9 @isco_alarcon @liekemartens1 @toniduggan pic.twitter.com/cMhP6gUONq
— OTRO (@OTRO) December 3, 2018
OTRO is a digital fan club created by the players for the fans. Click here to join > https://t.co/EQiElWFSy0 #OurOtherClub #OTROisHere @neymarjr @LuisSuarez9 @jamesdrodriguez @benmendy23 @gabrieljesus33 @dele_official pic.twitter.com/sQpvuWPyZH
— OTRO (@OTRO) December 3, 2018
and Instagram.
The footballers are also promoting the campaign through their personal social media channels.
The world's greatest players, all in one place. This is OTRO https://t.co/P2dQd27A0l #OTROisHERE @neymarjr @LuisSuarez9 @jamesdrodriguez @DavidLuiz_4 @JB17Official @PauDybala_JR @isco_alarcon @benmendy23 @gabrieljesus33 @dele_official @RomeluLukaku9 @toniduggan @liekemartens1 pic.twitter.com/WieG6Buv43
— OTRO (@OTRO) December 3, 2018
Comment below with your questions for @benmendy23It's not every day you get to ask a World Cup winner anything so make it count #OTROasks #OurOtherClub pic.twitter.com/0SLrvS1xFH
— OTRO (@OTRO) December 4, 2018
The platform gives fans unparalleled access and unique insights into the lives of the players by bringing together new and original content, live chats, challenges and player Q&As into one place and early debut content includes Beckham in his office and on his motorbike, Messi getting suited and booted and Neymar Jr playing the piano.
Take a trip with David Beckham and find out how he unwinds. Watch more of The Secret Biker at https://t.co/xQyihILceg #OTROshorts #OurOtherClub pic.twitter.com/0kKbrOeFy6
— OTRO (@OTRO) December 4, 2018
Get to know the man behind the fast feet. @jamesdrodriguez, welcome aboard. https://t.co/7E7N8EilbF
— OTRO (@OTRO) December 3, 2018
The work was created for client Our Star Club CEO Jeremy Dale, CMO Spencer McHugh and head of brand Cathy Powell by an agency team at Havas London.
The Havas team was spearheaded by creative John Ogunmuyiwa and included CCO Mark Whelan, ECD Ben Mooge, managing partner Gareth Davies, account director Jessica Taylor, account manager Jonny Keys, head of production Patrick Cahill, agency producer Joseph Ogunmokun, agency assistant producer Sihle Khuzwayo, planner Paul Whitehead and digital director Mark Davis.
The lead spots were directed by Hank Perlman through Hungry Man, the media agency was Havas Media (Nick Oram, Andrew Gibbens and Jamie Cobb), post production was handled by The Mill, the soundtrack composer was Lokate (featuring Doctor & Bay C) and audio post-production was done at Factory.
Comment:
The launch campaign is a straightforward piece of awareness generating communication which visually has the look and feel of a traditional fashion magazine cover/feature shoot.
Again showing how sport is increasingly blending with culture, fashion and entertainment.
Otro has some serious financial backing, but is it an inventive idea and a player-power platform with plenty of potential, or is it already late to market in cluttered market that not only competes with existing league, club and player endorsement deals, plus general and specialist traditional and new media, as well as early movers in this specific space such as Dugout and The Players Tribune?
I guess the depth, breadth and quality of the content will determine the answer (and, of course, which approach ends up being the most financially beneficial for the players themselves).
Links:
Otro
https://www.facebook.com/otro/
https://www.instagram.com/OTRO/
https://www.youtube.com/channel/UCfnTlQsQ8bx-VJbR3LB4q9Q/featured
Havas London
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