4 out of 10 children follow a different football team than their father.

TyC Sports presents CONVERTS, a story of infidelity to the jersey

The omni-channel digital campaign consists in pieces of storytelling, online videos with heartbreaking testimonies where parents around the world tell about the pain they feel when someone changes your son team. There is also a web site with tools to retain the feeling of the children by the team of his parents, where they can, through social media, tear off the mask of the guy who wants to change their kid’s team, have a heart checkup that will help them discover whether their kid is already from another team or if he or she is close to being so, sign a petition in change.org to turn this problem into law; a survey to identify risk factors, tips and everything necessary to prevent further converts kids.

By using the love for football, and feelings between fathers and sons, we made a digital storytelling campaign based on the result of the research with heartbreaking testimonies from some of the victims where they tell their problem. Which was implemented and got feedback in different media, creating new content and obtaining an active audience involvement both nationally and internationally.

The method of data collection was through an online survey on our specific target, where we inquire further about the insight, with questions like which is the most dangerous character for a boy to change club, the moments when you have to be more alert, the more efficient preventive methods, places where a guy is more exposed, among others.

All data and information obtained was available to the public, and served to tell our stories in an entertaining way to reach the audience.

The campaign is fed all the time with new contents that emerge from the data that are still under investigation and with new stories coming out of audience participation, becoming a referring website always available for those who suffer this problem.

Executions have a raw aesthetics, using black and white images with a sad and profound music, as resources to enhance the feeling of pain that parents have. The stories are scripted with a tragicomic tone without losing the realism you need to make the audience feel identified with the problem and characters.

All this information it is relevant to the brand because the channel used this to understand the feelings of the fan with football, transforming this data creatively to tell entertaining stories that identify emotionally with their audience, achieving greater engagement. This helps TyC Sports to invite parents to watch the entire soccer tournament alongside their kids, to avoid more kids changing teams.