The biggest event of the season is around the corner but comes with a catch. It will air live in an adverse time for the US market. The Real Madrid vs Barcelona Clásico was scheduled on December 23rd at 6AM ET / 3AM PT. Partnered with Y&R, beIN Sports joined forces to develop a strategic campaign to inform its fans about the event, and I was assigned the difficult task of figuring out how to execute the concept. A plan holding a series of spots and an integrated multi-platform campaign was developed with the main focus of training the viewers, during the days prior to the event, to go sleep early and then greet them on the day of the match-up with a clever Christmas Day Carol.
CLIO AWARD 2018 WINNER USA:
Social Media – Multi-Platform Campaign – beIN SPORTS – The beIN BED CAMPAIGN – Gold
Direct – Social Media – beIN SPORTS – The beIN BED CAMPAIGN – Silver
Integrated Campaign – beIN SPORTS – The beIN BED CAMPAIGN – Silver
Social Media – Social Video – beIN SPORTS -- The beIN BED CAMPAIGN – Bronze
FESTIVAL OF MEDIA GLOBAL AWARDS 2018 WINNER Rome, ITALY:
Best Multi-Screen Campaign – Gold
MEDIA & MARKETING GLOBAL (MMG) AWARDS 2018 WINNER London, UK:
Best Campaign led by Content and Media, Entertainment & Sports - First Place
THE FAXIES USA:
Integrated Marketing Campaign - First Place
CYNOPSIS SPORTS MEDIA AWARDS USA:
Integrated Marketing Campaign - First Place
YO MOMMA (Spot #1)
Original/Creative Concept: Y&R Miami / beIN Sports Creative Team
Copy-write: Y&R Miami
Cinematography: Orlando Zamora (Nitrogen Films)
Production: Edgar J Gómez
Post Production and Color Grading: Ameno Braccho / Edgar J. Gómez
Graphic Art and Animations: Alejandro Abreau
Mixing: Hermógenes Ordoñez
Go to bed early, wake up early.
Multiple delivery solutions were created for different platforms and outlets. A series of commercials, social media spots and on-air studio integrations were developed in the over-all campaign. Despite the early scheduling, ratings were sustained during this time-slot.
The campaign included the usage of the beIN Sports' On-Air talent to deliver the message. Seeing these, often serious journalists, out of their normal day-to-day persona, delivering hilarious messages or seen in funny situations, made the total difference.
(...)Yo momma's so short, she has to slam dunk her bus fare...
CLASICAROLS
Original/Creative Concept: Edgar J. Gómez, Cesar Hernández
Copy-write - Original Song Lyrics Adaptation: Y&R Miami
Cinematography: Pablo Puccio (CerebroTV)
Production: Edgar J. Gómez
Post Production and Color Grading: Jacobo Parés
Graphic Art and Animations: Alejandro Abreau
Track Recording and Original Arrangements: Blake Richter
Mixing: Hermógenes Ordoñez