FIFA 2022 + CazéTV + YouTube

The challenge was to create full coverage of the FIFA World Cup on a digital platform. Since it is very cultural to enjoy this kind of content in CATV, we had to think of another way of executing so we would attract those who are not satisfied with how it is being done. Thus, we created a format that looked like the viewer was watching the match with their friends—this included a relaxed style, comedy, and an emphasis on interaction with the audience. With that said, those who enjoy watching the match not in this format of additional entertainment could access FIFA+ and get the same quality experience.

Objective

We had the challenge of making all of this happen in less than 30 days. We had to prepare the physical structure so that we could film and broadcast. We had to gather a team of stars to cover not only the live broadcast but also the live reaction in Qatar. Furthermore, we had to quickly negotiate with all of FWC the sponsors so we could execute our strategy without disrupting rights.

Strategy & Execution

To level up something that was already giant, we decided to include the biggest and most famous Brazilian Streamer—Casimiro. Casimiro, or as people kindly call him Cazé, became popular during the pandemic. He is the one of the biggest Twitch streamers in the world and has been reaching more and more popularity due to his authenticity. To ensure this strategy adhered not only to the soccer content itself but also in authentic manner with the audience, we decided to invite Cazé’s friends who could add something valuable to the content. Throughout the competition, we were able to draw the attention of Brazilian fans and improve the broadcast.