The online sports media platform LiveScore launched its first ever television commercial and its biggest brand campaign to date in early August called ‘More Than A Score’ which stars brand ambassador Cristiano Ronaldo.
The ad’s narrative transports viewers into the heart of the action and explores the meaning and emotions for fans as Cristiano Ronaldo scores an then shows that the importance of the goal reaches far beyond those celebrating the goal in-stadium as it reverberates across the globe impacting everyone from taxi drivers and caterers, to priests and even astronauts.
Created by Wonderhood Studios, directed by Christopher Hewitt and produced by Darren Tuohy at Knucklehead, with media handled by Bicycle, the campaign sees the real-time sports updates provider promote itself through 60- and 30-second spots both starring the Portugal skipper and Juventus forward.
The hero ad shows the impact that a score has to fans all across the world and is scheduled to run during every live Premier League broadcast through the 2021/22 season on both Sky Sports and BT Sport in the UK and also ran on the brand’s own social channels and on the player’s personal platforms too (reaching half a billion fans across Instagram, Facebook and Twitter).
The films will be supported by OOH activity later in the year.
The spot also aims to generate subscriptions to LiveScore’s official social media channels and to download the app https://www.livescore.com/en/mobile/.
The campaign positions the brand’s own offering statistics-based offering (which spans goals, line-ups, stats, and news) through the idea that ‘live scores aren’t just numbers but are pieces of history which mean everything to fans’ and that LiveScore understands their true significance to fans.
According there the company itself, the campaign is backed by a significant seven-figure media plan and it seeks to solidify LiveScore as a brand at the heart of global football culture.
By featuring in multiple premium spots, including the sought-after centre-breaks, the aim of the new campaign is to reach over 75% of UK football fans and over 95% of UK ‘serious’ supporters over the course of the season.
“We are hugely excited to unveil ‘More Than A Score’, our biggest ever brand campaign and debut TVC. We can think of no better way to do this than with a starring role for Cristiano Ronaldo, our Official Global Brand Ambassador and the greatest player of all time,” said LiveScore Marketing Director Ric Leask. “As football fans we know that the beautiful game is about far more than a score, and we believe our audience around the world will love the emotion and feeling this campaign will unlock. This is a superb piece of work from our new agencies Wonderhood Studios and Bicycle, who we were delighted to appoint this year to our agency roster. We can’t wait to get started together.”
Wonderhood Studios Chief Creative Officer Aidan McClure added: “LiveScore has a massive global footprint fuelling fans in more than 200 territories. Developing their first brand platform featuring the world’s most famous footballer has been an exciting one for Wonderhood Studios
Bicycle CSO Graeme Douglas commented: “We’re throwing out category norms with this campaign: going for an experience-led, brand-building approach in a market categorised by short-term tactical marketing. Some might think we’re mad. But as the great Marcelo Bielsa said, ‘a man with new ideas is a madman, until his ideas triumph.”
Comment:
LiveScore is global sports media business and one of the world’s leading real-time sports updates providers and keeps users up-to-date with the latest scores and live sports action: from live football streaming, goals to cards, fixtures to final results, LiveScore has everything you need, all in one place.
This campaign promotes LiveScore streaming’s launch in the UK and Ireland and the company now operates across 200 territories worldwide.
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