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Nordeus' *Top11* was was already the biggest mobile football management game in Europe. The brief was to ride Euro 2016 to gain one million new installs.
The insight was that though modern football management was all about the data for most football fans the game was more about passion and emotion. So when faced with the kind of management decisions you have to take playing Top11 which should you follow, your head or your heart?
And these would be precisely the challenges that international managers would face everyday of the tournament. Should Roy Hodgson pick Wayne Rooney? Heart says 'of course', Head says 'not in this kind of form'.
Not only did we make a hit YouTube prank video featuring brand ambassador Jose Mourinho, we also created a real-time display campaign which stayed relevant to the events of Euro 2016 as they happened. On the day of the big matches we took the headlines from the back pages and turned them into Head vs Heart choices for every wannabe manager football fan out there.
One million extra downloads during the course of the tournament duly followed.
While every other brand was busy trying to show how much they loved football, Nordeus were showing that they KNOW football.