Discover's primary target are Gen Z users.

According to Final Score (a global Sports Marketing firm), 8 out of 10 GenZers enjoy soccer but divide their attention with a second screen, mainly their mobile phone.

Discover is the main credit card of the Professional Soccer League in Ecuador. The brand mantains a partnership with the most important clubs in the league, including Liga de Quito.

Discovers needed to keep its target audience engaged with this sport and with the brand. At the same time, it needed to acquire new users.

Sports and entertainment implementations are key to keeping the target group captive and raising awareness about the card's unique benefits.

For the match between Liga de Quito and Universidad Católica (two clubs sponsored by Discover), we redesigned the referees' uniform by including a QR code on their jerseys.

Fans inside the stadium and those who watched the live broadcast from TV or YouTube were challenged to catch the code in real time with their mobile phones in order to get a reward: cashback for their next purchase with Discover.

We created a game inside the game and kept fans connected to the game.

We appealed to our target audience through a medium that was impossible for them to ignore: their mobile phone, where they spend 80% of their day; even when they watch a soccer game.

We wanted to implement an action that kept them engaged to the match through a new and playful experience based on our great differentiator: cashback.

An action that would also reinforce their loyalty with our brand, strengthen our benefits awareness and also attract new card users.

We implemented the idea during the 'Noche Blanca', a famous soccer match held annually by Liga de Quito. The match happened on February 17th, 2024, in the Rodrigo Paz stadium in Quito. The rival team was Universidad Católica.

We redesigned the 3 jerseys for the referees (1 match official and 2 linesmen). Each jersey contained the same QR code that led to a landing page after being scanned inside the stadium or from a screen during the live broadcast.

Depending on the referee's decision, the cashback percentage changed up to 40%.

Every time a fan scanned the code, they had to complete a registration form to redeem their reward. Non-Discover users were redirected to a link where they could apply for the card and enjoy its benefits.

Before and during the match, we invited fans to scan the code through:

-TV mentions

-POP material

-LED screens

In 90 minutes we achieved:

• +36% in transactions

• +40 in credit card applications

• +1,7 million fans reached

• 0% negative mentions for the referee

• 4.500 fans were fast enough and caught the QR code during the match.