Brand Experience and Activation > Brand Experience & Activation: Sectors
WE BELIEVERS, New York / AB INBEV / 2022
Awards:
Overview
Credits
Why is this work relevant for Brand Experience & Activation?
To engage with our audience –native Mexican communities– we needed to impact them with a relevant experience. So for the first time, indigenous people had the possibility to hear over the radio the national team’s soccer games in their own languages. Because the national team should be for everyone.
Background
In México, native communities have only one reliable way to follow their national team soccer games: Radio.
While many people think that in Mexico only Spanish is spoken, there are 68 native languages. But soccer matches are not broadcast in any of them.
Corona, as the official sponsor of the national team, wanted to include everyone, because the national team should be for everyone.
Describe the creative idea
Corona, the official sponsor of the national team, searched for the best soccer sportscasters who speak native languages to narrate the national team matches over the radio in those languages.
Describe the strategy
Corona, the official sponsor of the national team, searched for the best soccer sportscasters who speak native languages to narrate the national team matches over the radio in those languages.
Describe the execution
First, we launched a casting call with radio spots through local stations, searching for the best soccer sportscasters in native languages. 850 people participated in the casting and, with the help of professional sportscasters, we selected the winners in six native languages: Maya, Nahuatl, Mixteco, Chatino, Zapoteco and Mixe.
We flew the winners to Mexico City, and from the Azteca Stadium they narrated the World Cup qualifying games of Mexico against United States and El Salvador in their native languages.
The scale was massive, because the radio is the main way people in these communities follow their national team. Their voices were broadcast through 75 local radio stations reaching 15M listeners.
List the results
850 people participated in the casting throughout Mexico.
The voices of the native sportscasters were broadcast through 75 local radio stations and 15M listened to the game in their languages (source: KANTAR & INPI).
We had a 97% organic positive sentiment on Social Media (source: KANTAR & INPI) and a 21% increase in sales during the game (source: CIG - ABINVEB Mexico Internal Sales).
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