2020 Shortlist

#HINCHASWANTED

Entrant Company: beIN SPORTS, VMLY&R Miami

Winner
  • Best Integrated Campaign
BeIN #HINCHASWANTED

About this Entry

HINCHAS WANTED was a multi-platform, multi-language campaign that brought together fans from different cultures through one property, Copa Libertadores, and one channel, beIN SPORTS.

How does entry represent "Excellence in Engagement"?

The campaign launched in both English and Spanish across US media, always using the Spanish word HINCHA, regardless of language.

beIN SPORTS interviewed hundreds of HINCHAS at over 31 games in stadiums across South America and developed short-form and long-form documentaries that celebrated and showcased the HINCHA’s heritage, passion and identity, such as the man who created a Boca Juniors museum in his own attic.

The content generated in the FANS FOR LIFE activation for the Copa Libertadores Final extended the HINCHAS WANTED campaign beyond the activation and the Final and was broadcast on beIN’s international networks.

HINCHAS WANTED generated over 3,600 creative assets and received over 3K submissions from HINCHAS to participate in the different activations.

Objective: beIN SPORTS, the new U.S. broadcaster for the most important and prestigious South American soccer competition, Copa Libertadores, wanted to engage with South American super soccer fans known as HINCHAS, and invite Non-South American and CASUAL soccer fans to be part of the HINCHA culture, building awareness and driving tune in.

Strategy & Execution: beIN SPORTS’ HINCHAS WANTED campaign, showcased the layers of the HINCHA identity and idiosyncrasy to achieve a dual goal: inform HINCHAS that beIN SPORTS is the new Home of Copa Libertadores and invite American soccer fans to tune-in and join the movement.

HINCHAS WANTED launched with two long-form manifestos characterizing the meaning of being an HINCHA. The campaign continued on beIN SPORTS’ owned digital and linear channels with tune in promos, giveaways and across paid social, digital, and OOH in English and Spanish across U.S. media.

The campaign also included GOALden Ticket and FANS FOR LIFE. The GOALden Ticket giveaway invited HINCHAS to show how soccer is a part of their everyday life for a chance to win a trip to a live soccer match. In FANS FOR LIFE, an experiential activation during the Copa Libertadores Final, one HINCHA from each team was recruited and challenged to get a tattoo of their team while watching the Final. The winning team’s HINCHA won a trip to see their team compete in the Club World Cup in Qatar along with three friends. This activation and the journey to Qatar generated one-of-a-kind content that was seen across beIN SPORTS’ channels across the world.

Results:

  • 250MM impressions overall
  • 4.3MM video views with a video completion rate that broke benchmarks at 85%
  • 0.27% CTR (Benchmark .08%)
  • 3.54% ER (Compared to 1.50% benchmark)

The effect:

  • beIN SPORTS was chosen 2x more frequently when asked which network airs Copa Libertadores (including over FOX Deportes, the network historically known for showing Copa Libertadores)
  • 47% of the audience showed intent to tune in
  • Brand awareness lift increased by +195 points
  • Brand consideration increased by +63 points

Production

  • beIN Sports, VMLY&R Miami

Credits