Advertising in sports is like playing: it’s go hard or go home. Well, we did both. We mixed a massive product demonstration with entertainment in a way that people didn’t notice where one begins and the other ends. Our Telefonica Vivo home modem was responsible to guarantee the broadcast of a NFL Playoff game on the backstage, but this was also one of its main attractions. Even though it wasn’t on screen all the time, it spent the 3 hours of the game showing its quality without disturbing the game. Quite the opposite. The fun was guaranteed by our product.

In Brazil, the competition between home internet providers is fierceless. Even though it leads this market, Telefonica Vivo is always looking for new ways to attract new customers and showcase its quality attributes. With the advent of streaming and the decline of cable TV, having a powerful home modem that avoids delays in live broadcasts has become a huge differentiator. Proving that your brand has no delays, glitches or transmission failures is certainly a great attraction for new customers. That's why Telefonica Vivo bet on an innovative and brave idea, which promised to guarantee three hours of transmission of a live NFL Playoff game with ESPN. And effectively did it.

Telefonica Vivo, the leader brand in the home internet providers market, was about to launch its new campaign in another attempt to increase the distance from its competitors. The brief was to present an idea with impact, which would generate awareness about the quality of Telefonica Vivo modems and present as a differentiator the guarantee of quality transmissions in live events, mainly sports. The sports broadcast segment is a major attraction for the Brazilian public and a decisive factor when choosing an internet modem. Our great media insight was realizing that a good home modem attracts people to watch the game at home. But an incredible home modem could even attract a TV station to broadcast the game from there.

Our main target was classes A, B and C, 25+. Additionally, we were focused on sports fans and the ecosystem around them. In Brazil, it is common for a person to follow more than one sport, and it is also common for people to get together to watch big games. An NFL playoff game has the power to draw a lot of people in front of the television. The planning included the broadcast of the game and everything that surrounded it such as the pre-game program, the inserts throughout the broadcast, a package of films during the breaks associating Vivo with the NFL, influencers promoting the transmission on Instagram and on TikTok and an extra boost in digital media during the game weekend. Our approach was: since our home modems can broadcast a 3 hour game, they are powerful enough to support internet use in any home.

It all started by mapping the habits of Telefonica Vivo customers and other home internet providers. We realized that being a sports fan is a majority behavior among heavy users of high-speed home internet. What we did was combine these two interests into one idea and take it to the next level. We developed the first broadcast of a major sport event from a fan's home, instead of the official channel's studio. We researched the big events that were coming up and had a growing audience. The NFL playoffs were about to begin and ESPN, Telefonica Vivo's media partner, was showing increasingly better numbers, in addition to being recognized as the home of the NFL. We took a full ESPN broadcast with 9 cameras, 50 staff and 2 broadcasters from ESPN Studios to a client’s home. We turned 3 hours of a TV broadcast into a 3 hour product demo.

The first step was to ensure the viability of the idea with the ESPN technical team. With their approval that the transmission could actually happen with Telefonica Vivo's home modem, we started researching a Telefonica Vivo customer who would host the game. Fan chosen, we defined the NFL playoff game together with ESPN: Detroit Lions x Tampa Bay Buccaneers, on 01/21. The action began with teaser posts on social media from the ESPN narrator and commentator, continued throughout the pre-game program and the entire 3 hours of the game itself. In addition to the broadcast all done in the fan's home, we also had traditional media formats throughout the program, such as inserts and films during breaks and live links between the ESPN studios and the fan's home. The transmission covered the entire national territory.

More than 3 hours of live broadcast with no freezes, no glitches, no lag. A total audience of 1 million at the official broadcast, the most commented brand during the game with 92% positive mentions. A massive commercial increase of 450% in searches for Telefonica Vivo and an outstanding increase of 37% in conversion. More than big numbers, a proof that this innovative and bold media format also brings financial results.