The Spanish Soccer League is followed by a large amount of Latin fans in the US. ESPN broadcasts the games live from Spain and they have a Sideline Reporter on the field in Spain who collaborates with the narrators located in the US. We had the chance to sponsor that segment. But the property didn't originally include video, you could hear the reporter’s comments about the game but you could never see him. So we proposed ESPN to play with the magic of TV and create the video ourselves.

We decided to put a face to that voice by shooting a man with a phone coming out from under the grass on the side of the field. When played in sync, we created the illusion that our reporter was following the game really closely, anchoring the message with the concept that T-Mobile is really close to soccer.

The integration achieved positive results across the board, from T-Mobile’s top purchase funnel metric to important imagery associations. When comparing the time period prior to the integration (Nov ’08-Oct ’09) to the time period during which the integration took place (Nov ’09-Mar ’10), the results show that:•T-Mobile's key purchase funnel metric, Unaided Awareness, jumped 11% among soccer fans (from 60.9% to 67.4%).

•Now, over four-in-ten soccer fans view T-Mobile as ‘the leader in the wireless industry’ (up 12%, from 37.9% to 42.5%).

•About half of soccer fans view the T-Mobile brand as ‘trustworthy’ (up 8%, from 44.8% to 48.3%).