Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: DIRECTV COLOMBIA
Product/Service: DIRECTV COLOMBIA SOCCER TOURNAMENT BROADCASTING
Media Agency: UNIVERSAL MCCANN COLOMBIA, Bogotá, COLOMBIA
Creative Director: Francisco Galan (UM Colombia)
Account Executive: Hugo Silva (UM Colombia)
Account Media Planner: Sergio Reyes (UM Colombia)
Account Director: Federico Bravo (UM Colombia)
Media placement: Bus shelters - EUCOL - 15 february 2012
Media placement: Live Advertising - ACCION EN CALLE - 15 february 2012
Insights, Strategy & the Idea
We had to Communicate that DIRECTV acquired the exclusive rights to broadcast all the games of the Colombian soccer tournament, increasing the number of requests of subscriptions in DIRECTV´s call centre. (They assigned a unique telephone line to measure the effectiveness).
Creative Execution
We took advantage of the similarity between the bus stops in the city and a bench of substitutes in a soccer game.
We replicate the uniforms of 6 of the main Colombian teams. We used 4 actors, 3 players and one Coach of the different teams. They toured the city for 15 days acting in different bus shelters as if they were in the middle of a soccer game and communicating the good news. For now on, Colombians can live the passion of Colombian Soccer and their favourite teams in a different and more real way.
Results and Effectiveness
• We cover 135 key points of the city
• Direct contacts 60,000 people
• Indirectly Contacts 120,000 people
• 48,000 flyers and 500 merchandising thermos delivered.
• We Increased the number of calls to the call center by 96%
at 15 days of activity.