Grupo Agea, which owns the Clarín newspaper, is launching the seventh edition of its "El Gran DT" soccer game. The "Mr. DT" campaign is handled by the Kepel & Mata agency.
Advertiser: Agea S.A.
Product: "Gran DT." The Gran DT is a game in which each participant takes on the role of coach (director técnico, or DT in Spanish) of his/her soccer team. The team is composed of first division tournament players from Argentina chosen by the participant. Each team under the participating ‘coach’ will earn points based on the performance of each of its players during the Apertura 2011 tournament. The coach whose team earns the most points during the tournament will be the DT winner.
Name of campaign: Mr. DT
Agency: Kepel & Mata
Chief Creative Director: Damián Kepel
Creative Directors: Álvaro Yérmoli / Rodrigo Díaz
Accounts Director: Gonzalo Fassón
Audiovisual production: Luciano Lauría
Launched: August 14, 2011
Media platforms: TV, radio, print media, digital media, and public spaces advertising.
Concept: The ad campaign gives the fans of Gran DT a new fantasy outlet: that of coach, or Mr. DT. These fans represent the typical emotions of the fans of the game: they make player changes, tease their coworkers when their team wins, celebrate goals scored by other teams, and passionately live the game that has driven Argentineans crazy for years.
Digital media: Official Twitter site: http://twitter.com/GranDT oficial; official website: www.grandt.clarin.com
Through the digital platforms, game participants may designate one of the players as their team captain, who will receive double the score assigned by Clarín. For the first time, participants will be able to see the past results of their previous GranDT teams and see what was their best score, best campaign or best date in their entire game history.
Within general play, Gran DT also launches the following micro-tournaments: Copa Gran DT Nokia, the Mini-Leagues, Friends Tournaments, and Ranking of Schools, Provinces and Districts.
Contest: The best ‘coach’ in the tournament will win $100,000; winners of each game win $15,000; the Gran DT Nokia Cup will award $75,000 in prizes and the Mini-Leagues will award $65,000 in prizes.