The covid pandemic came to suspend the match of humanity, including all the activities that Scotiabank Fútbol Club -a Scotiabank's soccer platform comprising a series of programs for youngsters in developed countries- had prepared: Football Net, amateur national championships, construction of fields and delivery of "indestructible balls".

For many vulnerable localities in Latin America, these programs represent the only opportunity these kids have to enjoy the transformative power of soccer and awaken values and equal opportunities in an inclusive way hand in hand with trained coaches, proper soccer fields, organized championships and adequate infrastructure.

At this juncture, however, the brand had to continue to communicate its purpose and activities, without being able to carry out any of its activities in the real world.

We needed to highlight the importance of Scotiabank Fútbol Club and how its programs had transformed the lives of thousands of children, maintaining their awareness and relevance.

If the pitch closes, a new strategy opens. Scotiabank Fútbol Club decided to propose that the match should not be played with our feet anymore, but with our heads. And the match was relocated… to the dressing rooms. A team of boys and girls from all over Latin America, members of Scotiabank Fútbol Club programs, came together online to tackle humanity’s second half with ideas in a specially conditioned dressing room, eliciting a virtual conversation about tactics and strategies for a better world, making a better use of a simple dressing room chat. In partnership with EPSN and Barcelona FC, the designated coach was Carles Puyol, a legend of Barcelona Football Club. And that is how El Entretiempo (Halftime) was born. A series of episodes where football is the vehicle to showcase values such as equality, transparency, fair-play and solidarity, both on the pitch and in life.

If the pitch closes, a new strategy opens. Scotiabank Fútbol Club decided to propose that the match should not be played with our feet anymore, but with our heads. And the match was relocated… to the dressing rooms. A team of boys and girls from all over Latin America, members of Scotiabank Fútbol Club programs, came together online to tackle humanity’s second half with ideas in a specially conditioned dressing room, eliciting a virtual conversation about tactics and strategies for a better world, making a better use of a simple dressing room chat. In partnership with EPSN and Barcelona FC, the designated coach was Carles Puyol, a legend of Barcelona Football Club. And that is how El Entretiempo (Halftime) was born. A series of episodes where football is the vehicle to showcase values such as equality, transparency, fair-play and solidarity, both on the pitch and in life.

• Implementation

“The Halftime” was an online series (6x10 episodes) to pivot our football platform and FC Barcelona partnership in order to engage with customers across Latam during COVID-19.

• Timeline

From 14/03/21 to 16/05/21

• Placement

Digital: FB, TW. IG & YT // Media partners: ESPN and FC Barcelona // Owned: Scotiabank's social media assets.

• Scale

Regional campaign across Perú, México, Colombia, Chile, Costa Rica, Panamá, República Dominicana y Uruguay.

• Reach: 58M (planned 39M)

• Engagement: ER of 8% (industry rate of 2%)

• Impact: 303M delivered (planned 107M)

• Clicks: 3.2 M (planned 271k)

• CTR: 1.07% (planned 0.25%)

• Over 20 percent in brand consideration

• Over 10 percent in brand recommendation.

• More than 300 million impressions in eight markets.

• A base of more than 58 million people for product remarketing.

Partner channels proved to be a very efficient media channels driving traffic to our own landing page:

• Total 500K users to SFC landing page (1/4 of total).

• Fútbol Club Barcelona drove 12% of traffic vs 9% of campaign budget, with a CTR of 1.15% vs campaign avg of 1.07%.

Source: Brand watch regional 2021 and media analytics