- Situation: For many years, watching the most important football match in the world was almost a luxury. Pay TV fees were exorbitant. But this year DAZN broke that trend, for the first time, by offering the ElClásico Real Madrid Barcelona match at a fair price for everyone.

- Brief: We had to communicate the match of the year broadcast on DAZN in a way that would stand out from all the noise this match generates.

- Objectives: Increase DAZN registrations and get ElClásico and DAZN recognised as a tandem to enjoy the best football.

• Clearly explain the creative idea:

We looked for an emblematic building in Madrid and another one in Barcelona, and we made them look like two football-loving neighborhoods. We filled their balconies with the flags of the local team and left only one for the rival team's flag.

In this way, we managed to represent the loneliness of the fan in the rival's city and to tell about DAZN's offer, bringing a smile to the faces of all football fans.

• How the creative insight directly influenced the amplification of the brand message:

Thanks to this action, the sports press picked up on the campaign because of the message we wanted to convey, linked to DAZN's offer. In this way, DAZN demonstrated its way of bringing football to fans in a more fun and easy way, compared to other pay-TV operators.

- Audience insights: Real Madrid and Barcelona fans colour their cities with the colours of their teams. To show their unconditional support and the historic rivalry, they dress their balconies with flags bearing the shields of Real Madrid and Barcelona. But there are some of these fans who do not live it in the same way: those who live in the city of their eternal rivals.

- Community building and management approach: we wanted to position DAZN as the best option to enjoy this historic match, addressing a very small target but one that everyone could empathise with.

Reach - More than 380K impacts at street level. Mentions in the 4 main Spanish sports newspapers: As, Marca, Mundo Deportivo and Sport.

Engagement - DAZN and our action became the image that the sports press used to kick off ElClásico.

Achievement against objectives - DAZN outperformed its competitors by 8% share of the broadcast the previous year. The match became the 2nd most watched Clásico broadcast in history.