Cannes Lions

Corona The Match of Ages

WE BELIEVERS, New York / ABINBEV / 2021

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Overview

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Credits

Overview

Background

Corona México has always been associated with soccer in Mexico. Because of the pandemic, the national leagues were suspended. How can we do an activation to restore joy to Mexicans, working from our homes, without filming outside?

Idea

The Match of Ages is a brand new 90-minute game, edited in post-production, between the two biggest rivals in the country with the best plays, goals, superstars from 1950 to 2020. We edited 70 hours of footage, 24 hours a day, for 45 days based on players’ moves, location on the field and speed.

In partnership with the biggest network in México, it aired on primetime TV and streamed live, bringing soccer back to Mexicans.

This entertainment platform could be adapted to any other market with a passion for sports (and even e-sports!).

Strategy

We played a 90-minute game, which was broadcast on Sunday, June 7, 2020: the same day the same classic should have been played.

In partnership with the biggest network in Mexico, we managed to make a piece never seen before to give soccer back to Mexicans, in a very natural way. The game was broadcast live, as football matches are usually broadcast, and also online via streaming.

The idea was not only to give joy to Mexican soccer lovers, but also to help the difficult situation that was being experienced.

That is why the historical advertising billboards were re-sold to well-known brands, and that money was donated to combat the effects of Covid-19.

Execution

After 45 days of editing, the Match of Ages was broadcast nationally in Mexico via Televisa’s Canal de las Estrellas, but it was also streamed live for the whole world through YouTube, on June 7, 2020 at 5pm.

Outcome

We brought soccer back to Mexicans when they were thirsty for it, and sold more beer than ever. This was a win-win for everyone.

Our results:

#1 trending topic in México

54% increase in weekly sales.

79% more mentions on social

than any Classic Match ever

98% positive sentiment

And the highest number of earned media

ever for Corona México

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