A new South American campaign from DIRECTV promoting its coverage of the 2022 FIFA Men’s World Cup rolled out in multiple markets aims to position DIRECTV as the only platform broadcast all the matches live and runs under the slogan: “I lived the Qatarsis of the World Cup only on DIRECTV and DIRECTV Go”.
A multi-part campaign, the core ‘Qatarsis’ idea seeks to reflect and explore the feeling football fans have every four years when the World Cup stars: one which spans traditions, superstitions, celebrations and unity.
The campaign introduces users and customers the tournament programming differentials and provides a preview of what the DIRECTV World Cup experience will be like in Latin America on DGO with live games complemented by exclusive sections that the campaign claims will enrich the fan football experience.
DIRECTV’s 80-strong, Doha based team will broadcast all 64 matches in 4K Ultra HD across DIRECTV Sports, DIRECTV Sports 2 and DIRECTV Sports and will also produce 1,400 hours of its own content: including match information, previews, analysis and interviews.
The campaign began in August with fresh creative, edits, cuts and local market content rolling out through to November across the media companies streaming, digital and social platforms.
QATARSIS.mp4 from Prensa DIRECTV on Vimeo.
Created by agency Togetherwith and Vrio, the campaign champions the media streaming outfit’s tournament coverage across in Argentina, Chile, Colombia, Ecuador, Peru and Uruguay.
“We are very excited to start working with DirecTV for the region,” said Lulo Calió, CCO and partner of the agency. In this specific project we want to talk about passion from a different and powerful concept: Qatarsis. From November 20 to December 18 there will be 29 days of expectation, anxiety and nervousness. Joys and sorrows. Feelings and emotions that football fans and the World Cup public in general need to unload.”
The assignment comes after Togetherwith announced its expansion in the United States, in the hands of OvareGroup. In this regard, from the agency,
“For football fans, there is no more wonderful feeling than the one generated during a World Cup. Rituals, meetings, celebrations and hugs around the transmission and coverage that only DIRECTV offers in each FIFA World Cup; everything that we summarize with the Qatarsis and that translates into the passion and emotion of seeing our team take the field,” explained Togetherwith CCO Lulo Calió.
“We want the client to have an enriching experience and that the coverage of Qatar 2022 lives up to what the football fan expects, during the twenty-nine days of competition,” added Vrio Brand Director Patricia Monkowski. “DIRECTV Sports is the only signal that will broadcast all the matches live, it will offer tools for users to choose the way to watch each match, 24/7 programming, information through its three signals and VOD content available on DGO. We are the flag bearers to live Qatarsis,” added Monkowski.
Comment
We like the clever, punning play-on-words campaign title, but we aren’t entirely sure the creative itself explores the concept as fully as it could.
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