Our followers are young digitals who are constantly looking for new experiences. That’s why we had to communicate the sponsorship of the Miami Open differently, by entering its world, but in a new way.

Because we are a bank, the main goal was a real challenge: to generate a different innovative experience that would set us apart from the world of banks, and that would bring us closer to what most interests our consumers.

We transmitted a tennis serve via Instagram Live. We had previously invited our followers to take part in a very special competition: they had to guess where the ball would fall. The prize would be a trip to the final of the Miami Open.

Thanks to hawk-eye technology, each participant could see live exactly where the ball had landed, in this unusual contest.

We resorted to the technology employed in tennis and to our followers’ favourite platform to drive this different interactive, innovative experience.

For the first time ever we used Instagram interactively, as a live game involving each participant, showing them another face of a social network they use every day.

The digital young people we targeted are bored with the classical Instagram competition and permanently need a brand to offer something new to keep them on board. So, we wanted to provide an experience that would get them talking, by inviting them to be as accurate as a tennis player for a while.

We wanted to use Instagram to surprise them in an everyday place they knew well, and show them another side of tennis. For the first time in history, we were able to use Instagram as a platform of interactive content in real time, something that nobody, let alone a bank, had ever done before.

For two weeks we communicated the event and made a call for participation in our networks, and in the networks of various Argentinian tennis players and influencers. We invited a well-known influencer (and the girlfriend of a player) to conduct the event, but she also helped us promote Live in her networks.

For the production a great professional team used high-tech cameras and specialist equipment to determine live the exact spot where the ball fell.

The transmission of Live Serve lasted for around half an hour, with peaks of up to 6000 spectators, and over 10,000 people took part in the city of Buenos Aires and its suburbs. The number of followers of the account grew by 32%.

The impact of the competition was immediate and over the following days the account gained followers. Over 10,000 people took part in the competition and 6000 spectators waited live to hear the result of the contest.

The number of followers of the Instagram account grew by 32%.