Entertainment Lions For Sport > Fans and Community
VISA VIDEO-ANALYSIS TEAM
LEO BURNETT ARGENTINA, Buenos Aires / VISA / 2020
Awards:
Overview
Credits
Overview
Why is this work relevant for Entertainment?
Visa created an experience that connected rugby fans with the sport they love in a truly innovative way, adding fun, cooperative, digital, and real-time layers to the equation. In doing so, rugby became an experience in which they were not merely the viewers but essential to the team’s performance.
Background
Situation
Every year, the Pumas – Argentina’s national rugby team – play against the best teams in the world. Despite making significant progress in recent years, their big issue remains their small budget for technology, making the role of fans and sponsors all the more important.
Brief
The main official sponsor of the Pumas, Visa needed to set up an activation that involved the fans and truly supported the team.
Objectives
To renew the emotional bond between the Brand and Pumas fans, while at the same time renewing Visa’s image as more modern and technological.
Describe the creative idea
We took Pumas fans’ devotion and turned it into data. Through a digital experience, we offered every one of the team’s fans the opportunity to become a video analyst for the Pumas, generating information in real-time that could boost the team’s performance. Supporters practically worked alongside the technical staff. The more videos they went through, the more data we obtained about the opponents, which in turn favored the odds of the Pumas winning upcoming matches.
Describe the strategy
Passion for sports is part of the Argentinian DNA and culture; it’s also a fundamental pillar of social life. In recent years, despite being a mostly elitist sport, rugby started to gain traction and attract new followers from all socio-economic backgrounds.
That being the case, the strategy for this piece was based on developing a simple and attractive experience that allowed all fans to feel part of the team while also providing a new level of entertainment to the sport itself. Rugby became a digital experience, and watching rugby matches went from being a passive activity to a very active one.
Describe the execution
We uploaded over 50,000 clips of other teams in different matches on todospumas.com, web ads, Instagram Story polls, and Twitter. Through a simple Q&A dynamic with multiple-choice answers, fans were able to analyze the clips. That allowed us to identify a series of patterns as well as weaknesses of each of the opponent teams. We took those insights and put them in interactive dashboards, sharing the information with the Pumas trainers in real-time. This quickly became a useful tool that helped them better prepare for upcoming matches.
The campaign was launched and communicated to fans during the match they cared about the most, Pumas v. All-Blacks, through a number of activations within the stadium, TV commercials during the match, and posts on social media.
Describe the outcome
• Over 9.4 million impressions.
• Campaign reach: 31%.
• More than 2.2 million views and 9.7 thousand clicks.
• Over 2 million minutes worth of video-clips analyzed.
• Almost 10,000 participants turned into Pumas video analysts.
• Average 4-minute permanence on website.
• We became the sports team with the largest video-analysis team in the world.
• Visa renewed their engagement with rugby fans.
• Visa’s awareness and positioning improved as a Brand connected to technology and innovation.
• On November 14, 2020, the Pumas finally beat the All-Blacks for the first time ever.
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