CLARO used an event with more than 35.000 people in attendance, with live transmission (TV/mobile platforms), in order to have an unforgettable experience for the first time in football history.

CLARO is sponsor to several football teams in Ecuador, nevertheless, its connection with the fans was not that strong and it is not perceived as a football brand. CLARO, was about to launch an on-demand mobile platform to watch football games and scores, reason why it needed a relevant impact to get closer to fans.

Insight: Fans support their teams unconditionally from the stands. A lot of fans, under the excitement caused by the game itself, have felt this urge of being on the field and playing with their team, which is something they can’t do.

For the first time in football history, CLARO gave a fan the opportunity for this feeling to become a reality by allowing him to play alongside their team during an international football match.

CLARO is one of the main sponsors of the most important football teams in Ecuador. The relationship and engagement with fans needed to be stronger, so the brand could capitalize all their investment in sponsoring teams.

We benefited from an event that promised: massive attendance (+35.000 people in the stadium), and it was a football game that was going to be broadcasted on DIRECTV in Latinamerica: CS. Emelec vs Sporting Cristal from Peru. Since CLARO is Emelec’s sponsor, we convinced them to give a fan the experience of playing with the team for a few minutes.

One month before the game we launch “Fan of the match” a reality show that gave fans the opportunity to be on the field with their team. We had a massive response. The reality show was aired on CLARO’s YouTube & Facebook Channel. After 3 weeks of trivia, training and fan tests. We narrowed it down to 1 guy that was selected to play. The fan trained with the team, and was part of it for 2 days, and he was even featured during the team’s official game night and he played in the international game set of that day.

In order to amplify such action, we relied on the phones of all attendees, who were going to add content. We made sure that the main communication media knew that something unique was going to take place during the game.

We reached 112 million impressions

National trending topic for 2 days

28 million views

11 million in Free Press, with coverage from the main football media

+140.000 positive comments towards the brand on social media

But the most important thing: CLARO became the beloved brand by football fans in Ecuador.