Treat yourself with the Uber Eats “Supplément Marseille” campaign
The passion of Marseille supporters for their club is unique, limitless and lives in every part of the city. For the release of the 2021/2022 shirt, Uber Eats, a major partner of Olympique de Marseille, treats OM fans with a campaign celebrating and rewarding their passion.
For the occasion, LAFOURMI developed “Supplément Marseille”, a large-scale, innovative campaign using Blockchain technology and NFTs.
The concept: providing limited edition collector’s packs, consisting of:
- 1 custom-made pizza in partnership with a local pizzeria, La Bonne Mère,
- the new Marseille club shirt,
- an NFT card celebrating the highlights of the 2020/2021 season.
These packs were available in Marseille from May 17 to 21, each evening at 7 p.m., exclusively on the Uber Eats app.
The NFT card, a technology that allows information to be stored and digitized in a secure and transparent manner, therefore allowed supporters to have a keepsake of the club, with the players involved the 2020/2021 season. Digital artworks created for the occasion by an artist from Marseille close to the club: Raphaël Bonan. These unique creations numbered 1 to 10 are hosted on the blockchain.
This campaign using new marketing opportunities such as blockchain and NFTs has been designed to create unique new fan engagement and branding solutions.
This campaign kicked off globally on Sunday May, 16 on Matchday 37 – OM vs Angers – during which the players wore the new shirt for the first time.
The offbeat ad features 5 well-known OM players, the pizza chef from La Bonne Mère and Mo (Ismael Kebe), one of the 2 -star delivery men of the new Uber Eats campaign, recently arrived from the capital to deliver the “Supplément Marseille” to the whole city. When confronted with Marseille culture and the players who embody it, it takes Dimitri Payet’s appearance to convince him that the new Caviar pizza recipe is quintessentially Marseillais.
The ad highlights the assets of the brand and those of the club. It was supported by a major digital media plan.
In addition, a generic print campaign, available in a series of 5 visuals per player, promoted the pack. They were posted all week on the 2 brands’ social networks.
As a soft launch, an influence campaign, developed in partnership with Trends Paris, brought together a selection of Marseille influencers on different themes: lifestyle, OM, TV, and technology.
Finally, specific food content was developed as part of a media partnership with FOODING and @AgatheWhatYouNeed.
Thank you to all our teams, always keen to come up with daring and innovative ideas. And thank you to Uber Eats for their trust.