santander The Numbers game
TYPE / STRATEGY, EXPERIENTIAL, CONTENT
DATE / oct 2017 - Dec 2019
Santander wished to combine its UEFA Champions League (UCL) and the National Numeracy Campaign partnerships in one engaging activation.
Working with invisible Agency, Sport Science Agency developed an activation that used performance data from Champions League competition to create opportunities for fans to use simple numeracy.
Participants had the opportunity to take part in a number of activities which all included some element of numeracy and helped them fulfil part of the National Numeracy Campaign programme without them realising they were doing it.
What wAS achieved
11,512
PARTICIPANTS
15,721
SPECTATORS
13:34
DWELL TIME
THE EVENT
The Numbers Game activation visited 10 UK city centres, Santander events, the Formula 1 British Grand Prix. To enable it to travel easily, it was designed in a 40ft articulated trailer which was driven between locations. On arrival at each location, the sides were opened, the outdoor activities were set up and it was ready for the public.
The activation was split into four sections:
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01
A practical penalty taking experience
After registering, first experience in The Numbers Game allowed visitors to take a penalty which was measured for speed and accuracy. With this data they were then supported in finding out which UCL player’s penalty theirs was most like by comparing the speed and positioning with a table of data. This fulfilled an important part of the National Numeracy Campaign’s objectives which was to help people understand tabulated data. By making it personal to the individual this task improved the engagement in the numeracy task.
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02
A UCL video which highlighted the numbers involved in football
The second part of The Numbers Game was a video experience where participants watched a video highlighting player, match and tournament data about the UCL. This showed how important numeracy is in the day to day life of the players, support staff, coaches and managers. The content of this video became important in the next area as they were presented with a football numeracy quiz.
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03
An interactive quiz and budgeting task
The football numeracy quiz allowed participants to answer questions about the UCL. The quiz got progressively harder as the questions progressed and was supported by a competition infowall. The final part of this area was a budgeting experience where fans could create a budget for a trip to the UCL Final in Spain.
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04
A selfie station to enable you to pose with the UCL trophy
The last area of The Numbers Game was a selfie area where fans could have their picture taken with the UCL trophy and their favourite team’s kit. This provided a digital memento that they could then share with their friends via social media.
results
The Numbers Game was so successful that it was also taken to the UCL Final where it appeared in the official fanzone. It has since been updated and renewed for the 2020 UCL.