Cannes Lions
FOX INTERNATIONAL CHANNELS LATAM, Rio De Janeiro / FOX INTERNATIONAL / 2015
Awards:
Overview
Entries
Credits
Description
IN BRAZIL, THE SPORTS CHANNELS COMPETITION IS TOUGH.
THERE ARE 5 CHANNELS FIGHTING FOR AUDIENCE.
EVERY SPORT FAN COUNTS.
BUT COMPETITION FOR AIRTIME AT 2AM IS NOT EXACTLY FIERCE.
SO, BY BRANDING A PRETTY STANDARD FOOTBALL RE-RUN, WE ARE DRAWING ATTENTION TO ITS SERVICE AT A TIME WHERE MOST BROADCASTERS WOULDN'T BE ADVERTISING.
IS A OPPORTUNITY TO TALK WITH OUR AUDIENCE IN A COMPLETELY NEW WAY, USING BRANDED CONTENT TO GO STRAIGHT TO OUR TARGET.
Execution
THE LULLABY MACH, POINTS AND PLAN:
- WE STUDY THE BEST TIME TO AIR THE MATCH AND WE CHOOSE 2AM - 4AM, BECAUSE OUR RATINGS IS AROUND ZERO.
- THE MATCH WAS AIRED EVERYDAY FOR A MONTH.
- WE DESIGN A ENTIRE NEW SOCCER GRAPHIC PACKAGE WITH A CHILD THEME.
- BEYOND THE LULLABIES, WE DESIGN AND CHANGED ALL SOUNDS THAT HAPPEN IN A MATCH BY TOY SOUNDS. FOR EXAMPLE, THE SOUND OF A REFEREE WHISTLE BECAME A FRIENDLY SOUND OF A BABY TOY.
- ALL COMMERCIAL BREAKS ARE AIRED WITH A LULLABY SOUNDTRACK AS WELL. THIS WAY, THE BABIES WON’T WAKE UP DURING HALFTIME.
- WE ONLY USE PR AND ONE ORGANIC POST IN OUR FACEBOOK FAN PAGE TO ADVERTISE THE PROJECT.
LIKE SAID THE "FAST COMPANY" MAGAZINE:
"TAKE SOME NORMALLY WASTED AIRTIME AND TURN IT INTO GOLD."
Outcome
WE HAD A LOT OF GREAT RESULTS.
- THE RATINGS WERE FROM 0 TO 0.07. WE ARE TALKING ABOUT A TIME BETWEEN 2A.M TO 4A.M. THE BEST RATING EVER AT DAWN.
- 153.280 PEOPLE WATCHED THE MATCHES IN THE FIRST WEEK.
- THE VIDEO EXPLAINING THE CAMPAIGN WAS THE MOST SHARED VIDEO EVER ON THE FOX SPORTS FAN PAGE.
- 3.000.000 PEOPLE WERE REACHED IN FACEBOOK WITH JUST ONLY ONE ORGANIC POST.
- THE IDEA WAS FEATURED IN MORE THAN 100 SITES AND BLOGS AROUND THE WORLD.
- WE STAR A CONVERSATION WITH ADVERTISERS OUTSIDE THE SPORTS SEGMENT.
- ON TOP OF THAT, FOX SPORTS TURNED A WASTED AIR-TIME IN BRAND VALUE AND GAVE A FEW THOUSAND WOMEN A FULL NIGHT OF SLEEP.
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