GiANT Heart Story
Maria & Manos are the PR & Marketing department managers of CRS program by Novibet. This campaign announced on May 2021 & has to do with a partnership for love purpose.
Giannis Antetokounmpo vision is to be remembered not only for his successful basketball carrier but also for his and his family social contribution. That is why a ‘GiANT’ that gives back to the Greek community from his ‘Heart’ said yes to Novibet’s proposal in order collaborate in a series of activation and offer support and hope to those in need.
The campaign has been launched by a YouTube video https://youtu.be/RcIG1ibK66w. The story follows a teenager (Giannis) who loves basket. He is talented but no one supports his wishes. That will be changed after his meeting with the real Giannis Antetokounmpo on his neighborhood court. GiANT encourages the kid to chase his dreams and at the same time inspires the locals to enter the court and enjoy the game. At the end a voice over informs the public that through https://www.giantheart.gr/ can suggest sport fields that need to be restored.
Giannis & Novibet common mission is to provide people courage and second chance especially to the youngest ones and create new opportunities for them. Under the umbrella of this campaign, among others actions, shelter was found for hundreds of fire victims on August 2021. On January 2022 two basketball courts in Athens area (Petralona & Moschato) were renovated https://www.youtube.com/watch?v=Y3xFFBe_da4.
The challenges they have to deal with were to approach the competition, to be in touch in an effective way with ‘Antetokounmpo’ brand and to reverse the negative atmosphere around gambling organizations.
They followed a Media Mix Strategy, digital (Social Media, YouTube, Microsite) & no digital (Press, TV, Radio, Outdoor installations), pre and after launch.
The PR & Marketing department are now preparing the GiANT Heart Season II campaign and we were asked to make our proposals as the founders of GlowAD company https://glowadcompany.tilda.ws/ as part of the ‘AD discovery & creativity lab’ under the course ‘Introduction to Advertising & Public Relations’ that Betty Tsakarestou is teaching at Panteion Univercity.
GlowAd accepted this challenge and on 16th of May 2022 we presented our ideas to Maria and Manos.
Ø Our 1st idea was about ‘A seasonal campaign during Summer 2022’, while Giannis will be on the foreground because the Disney film about his life was released this June. Τhe main tool of this campaign would be a video game production about making places in our neighborhood better. At the game, the hero (Giannis) could choose different materials, colors & other provided stuff in order to change a court, a playground or a kindergarten. The places would be copies of real locations from different Greek areas. The game could be found on line or/and on big Video Game stands placed close to the places that are might be renovated (that can attract also older people). At the end of the game, the player could send his result by an e-mail to Novibet or/and have a shot in order to be uploaded to social media platforms & participate in a contest. The most popular work could be awarded with a Gn T-Shirt & the most creative idea could become reality.
Ø Our 2nd idea was about ‘A seasonal campaign on September 2022’, while the exam results for attending Greek Universities will be announced & a new school year will be about to begin. This campaign could be launched by a video spot with children & Teenagers stories about difficulties in life & Giannis narration about his hard times. Children with difficulties at the moment of failure (ex. A 17 year old guy that finds out that he didn’t pass the exams, a 9 year old girl that has no friends, a Teenager that tries to stand up on his prosthetic leg, etc.) & Giannis with voice over talking about his difficulties at the beginning of his life & consulting young people to believe to themselves even no one else does. His moto could be: ‘Giant can do it! You can do it!’. The video could have presence in all Social Media through YouTube & also could be provide to some school evens. Also the moto could be seen in outdoor installations.
Maria and Manos liked our ideas and they informed us that they are working on a video game but they couldn’t say more. GlowAd team thanks them, Novibet and Betty Tsakarestou for this creative opportunity.
