Sixt USA wants to “hack” the conversation around the Super Bowl, with an on-point, irreverent and highly relevant concept that plays around the bad lip-reading trend.
The Super Bowl is one of the most exciting time of year for advertisers. But, only smart brands can really have an impact without spending millions. But advertisers are not the only ones playing big on that day, of course. When you’re a football coach, this is probably one of the biggest days of your career.
If you have ever watched a US football game, you most probably have noticed something about the way coaches share information with their team. They speak behind their playsheets, hiding away from curious lip readers who would love to understand what tactics they are planning to play out. Well, while we may never know what they actually say, it cannot hurt to at least having a guess.
That is the idea behind these super bite-sized social videos. Sixt USA – a car rental company with branches across the US and Europe – takes a fun stab at adding some probable dialogue to these secret conversations. Whether it’s coaching wisdom, motivational speeches, or just some old-fashioned rental car strategy, when it comes to winning the big game, these guys leave it all on the field.
Together with creative agency SuperHeroes New York, Sixt USA has created a frenzy of themed micro content featuring opposing football team coaches covertly communicating behind their playsheets. The resulting concept comes in the form of 8 snack-sized content pieces that pay tribute to the annual culmination of America’s favorite sport.
“With every brand shouting for attention for the big game, our strategy was to create lots of short playful content for our social channels that delivered quick and easy payoffs about Sixt Rent a Car’s premium cars and affordable prices,” said Maarten Ordelman, Head of Marketing of Sixt USA.
The work leveraged the legacy of the big game as the holy grail in the advertising and media industries, with a contemporary twist based on how real life happens these days – and it’s no longer ruled by TV. Rob Zuurbier, Managing Partner at Superheroes New York, explained how reactive they had to be to be on-point:
“Within 12 hours of last Sunday’s games, we were at work shooting, editing and executing this series which we managed to take live within two days. Applying our sequential storyline model we’ve ensured we have ongoing fresh, fun & highly shareable content leading up to the big day – implementing a hyper targeted social presence through paid and organic social media with a sniper-eyed PR strategy – and we’re already seeing great engagement and conversation around the brand. The US market is about to discover what we already know – that Sixt takes the car rental experience to a whole new level.”
Although the jury is still out, some say they bear a curious resemblance to the two big game’s finalists coaches. But for legal reasons, we’ll just say that’s just crazy speculation. Sixt USA will use these short videos and gifs to create an all out blitz across social channels leading up to the big game, culminating with reactive content to be shared during the game itself.
Watch the first videos, with more to be shared across social media in the next few days:
SuperHeroes New York
ECD: Rogier Vijverberg
Creative: Villy Devlioti, Elliot Stewart Franzen
Strategy: Geoff Desreumaux
Client services: Rob Zuurbier, Beth Irvin
Agency Producer: Amanda Santalucia
Director: Tim Ireland
Post production: Nik Lokensgaard
Sixt Rent a Car USA: Maarten Ordelman, Cody Beavers
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