The official broadcaster of the 2022 FIFA Men’s World Cup in France, beIN SPORTS, promoted its rights, coverage and its position as the only TV channel in France to broadcast all 64 matches of the tournament through a call centre focused campaign called ‘Experience 100% World Cup’.
The campaign’s aim was to drive awareness of its coverage and to generate subscriber acquisitions ahead of Qatar 2022.
Working with Paris-based agency La Fourmi, the campaign was spearheaded by a pair of commercials running across its own channels, as well as other TV networks, plus digital and social platforms. The humorous spots link comedy and expertise while answering potential viewer questions about beIN’s tournament coverage.
The work outlines its complete live match coverage, plus its daily special programming, on-air presenting and expert analysis team: including Omar Da Fonseca, Vanessa Lemoigne, Sonny Anderson, Marcel Desailly and Darren Tulet.
The two 45-second ads ‘open the doors of the beIN SPORTS call centre to all French football fans’. Directed by Karim Ansel (via De Gaulle), they portray the headquarters as a kind of football fantasy office-cum-call centre where the broadcaster’s famous faces and football experts reassure viewers/callers.
Using the copy line ‘ALL the matches, ALL the players and ALL the teams – Experience 100% of the FIFA World Cup matches only on beIN SPORTS!’, the campaign rolled out from 14 November a week ahead of kick-off.
The spots are supported by an OOH strand led by posters appearing across major French cities, plus radio spots and social media content.
Comment
The creative approach cleverly blends a raw, documentary style aesthetic with comedy and authentic personality, as well as a passion for football.
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