Flow provides on-demand and live TV content. The brand's challenge is to encourage subscriptions to on-demand packs, separate from the traditional service. As a soccer event featuring "the classics" approached, where classic rivals face off, we aimed for something unique. Leveraging our status as the country with the most stadiums globally and where 13 football clubs coexist in one city; we crafted a strategy. In a nation where soccer is paramount, we sought to stand out.

Argentina is a nation deeply passionate about soccer. Unlike many cities worldwide, Buenos Aires boasts a unique characteristic: it is home to 13 soccer teams competing in both the first and second divisions, making it the city with the highest number of stadiums globally.

Within this vibrant soccer scene, there are distinct rivalries known as "Clásicos," such as Boca and River, Huracán and San Lorenzo, and Lanús and Banfield, among others. During the first division tournament, an entire month is dedicated to these matches exclusively.

As a provider of on-demand content and live TV, Flow offers the Football Pack, allowing fans to watch all tournament matches not broadcast on free-to-air television.

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.

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 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.

For "Barrios Rivales," our aim was to weave a narrative that deeply resonated with Argentinians' love for soccer and with the fervor of each club's fans. Thus, instead of a brief 30-second spot, we crafted a story spanning 129 seconds and two and a half minutes. Despite its extended duration, this heartfelt content touched the hearts of viewers, spreading virally and maintaining remarkable engagement levels.

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.