Flow is a platform for on-demand entertainment content consumption and live TV, offering the Football Pack among its services: a selection of channels broadcasting league matches. This service requires a separate subscription.

During the tournament, there is a specific month known as the "Month of the Classics," where all teams must play a match against their classic rival.

The objective was to capitalize on the social significance of this pivotal moment for all fans, encouraging people to subscribe to Flow's Football Pack to watch their team's classic match and the rest of the tournament.

The brand opted to interview locals residing in the neighborhoods hosting the stadiums of their team's classic rivals. In a country where soccer passion is unparalleled and neighborhood identity is synonymous with club allegiance, this initiative sparks unique narratives unseen elsewhere. Notably, in Buenos Aires, boasting the highest number of stadiums globally.

In Buenos Aires, where 13 teams share one city, the rivalry runs deep. It's not just about the game; it's about living in the heart of your team's rival. We understood that this sentiment would resonate profoundly, sparking heartfelt conversations among fans.

The film portrays unique situations from the folklore of Argentine soccer and, using humor, presents testimonials from fans describing life in the neighborhood of their rival team.

A devoted River Plate supporter shares his experience living in the heart of La Boca, while a neighbor who backs Club Lanús showcases how his terrace offers views of Banfield's stadium. Furthermore, a San Lorenzo fan discusses the quirks of residing in a building in Parque Patricios, adjacent to Huracán's stadium.

Clicks on the "Subscribe to Football Pack" button within the platform increased by +245% compared to the previous three months.

In a context of declining consumption in Argentina, effective subscriptions to the Football Pack increased by +10%.

On official channels alone, it reached over +800,000 people and garnered +822,000 views, but the piece went viral, so those numbers are much higher.

The amplification achieved by journalists and influencers who shared the piece was significant for Argentina. It is estimated to have reached +34 million (MM) users on Instagram, +2.4MM users on X, and +200 interactions.

It became the brand's most organically shared content. Many specialized sports media outlets shared the spot.