Guerrilla action: Ogilvy & Mather and Mattel play along with FCZ-FCB
Ogilvy & Mather and Mattel are proving that Scrabble can be played not only on cold winter evenings but also during heated championship battles: with a guerrilla marketing campaign at the Super League match between FCZ and FCB.
The game at Letzigrund was commented live on site by 48 Scrabble players, with various word combinations such as "Ole-ole-ole" or "We-will-be-champions". The Scrabble team from Ogilvy & Mather and Mattel included not only the creators of the campaign, but also an entire junior soccer team and numerous employees of the game manufacturer, according to a statement from the agency. After a training session of the team in the agency and a short rehearsal of the various game or word moves, the team had gone with their letters to the 48 seats near the Zurich south curve and there - directed by the game observer on the opposite side of the stands - laid their combinations brick by brick.
The campaign is intended to make it clear that Scrabble is still an extremely topical game even in the age of game consoles and online games.
Responsible at at Mattel: Bruno Gfeller (Junior Brand Manager). Responsible at Ogilvy & Mather: Gaby Zimmerli (overall responsibility), Patricia Ottinger (consulting), Thomas Bolliger (CD), Tino Heuter (AD), Markus Sidler (text).
