Cannes Lions

LOVE AT FIRST WATCH

UNDER ARMOUR, Caba / UNDER ARMOUR / 2019

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Overview

Background

Situation: Under Armour arrived for the first time in Argentine soccer, sponsoring two big first-division teams: Estudiantes de La Plata and Rosario Central.

Brief: Launch the new jerseys through a presentation that is different than regular presentations in the past, both drawing attention and getting people to talk about a brand yet unknown in the country.

Under Armour needed to present itself as a sports brand that could understand soccer insights, and especially Argentine supporters.

Objectives:

*Increase Under Armour’s awareness in Argentine soccer.

*Establish identification with fans.

*Generate sales of the new Estudiantes de La Plata and Rosario Central jerseys.

Idea

In Argentina, soccer was broadcasted for free.

However, everything changed in 2017: the Pay-Per-View system was introduced, generating great dissatisfaction and many complaints among most fans, who considered it almost a basic need. The discussion was so big that it became part of the presidential election campaign, and continues today among people and the press.

To present the new Estudiantes de La Plata and Rosario Central jerseys, and for all supporters to see them, Under Armour unlocked the Pay-Per-View broadcasting throughout the country. A gift no other brand had ever offered to their fans.

A huge teaser campaign was launched during the previous days, communicating that the Pay-Per-View system would be free of charge.

Finally, on the day of the matches, broadcasting was free and players revealed the jerseys in the middle of the field, with the whole country watching.

Strategy

To approach the Argentine fan upon Under Armour's arrival in the country, we wanted to create a campaign showing that the brand fully understood the fan’s feelings.

We thus relied on a very important matter for supporters today: Pay-per-view soccer matches broadcasting, which has taken away many fans their chance to watch their teams since 2017.

We therefore concluded that fans’ love for the brand could be developed by offering them an unexpected gift.

A very simple and big idea: to unlock the Pay-per-view throughout the country, so that every Estudiantes de La Plata and Rosario Central supporter could watch free of charge again his/her team and the new jerseys.

Execution

Implementation:

The broadcasting rights with Turner (its owner since 2017) were negotiated so that, thanks to Under Armour, the entire country could watch the games live and free of charge on TV.

Timeline:

From 01/14 until the day of the games, a teaser campaign was conducted on social media, TV, press, outdoors, PR and Points of Sale.

The two matches were played on 01/26 an 01/29 with free-of-charge Pay-Per-View broadcasting.

Placement/Scale:

The matches were played in Buenos Aires, and the live TV broadcasting was free of charge for all of Argentina.

Outcome

The results exceeded all the goals set by the brand:

*44.000.000 viewers.

*+34,000,000 impressions.

* Historical peak of Under Armour searches in Google on the days the matches were played.

*Jersey sales exceeded Nike’s (the previous sponsor) by 40%.

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