Paradais DDB Presents "Fan Of The Match" The Case Developed For Claro

May. 29, 2019

Paradais DDB presents the case developed for its client Claro -one of the main soccer sponsors in Ecuador- in which, for the first time in football´s history, a brand gives a fan the opportunity to play an international match with his team, in a crowded stadium and with a live regional broadcast.

People on the stands sometimes are more passionate than the players on the field. They cheer and support their teams to their victory.  What could be more special for them, than to be on the field playing with their favorite team? For the first time in football history, Paradais DDB and Claro gave a fan the opportunity to play an international match with his team. Fans went crazy with Fan of the Match, prior, during and after the game. They encouraged and rooted for him, making him the star of the night but not only at the stadium. His story traveled around the world and even FIFA highlighted the stunt.

Alfredo Escobar, CEO of Claro Ecuador, says:

"For Claro, generating the emotional connection and creating a unique experience, makes us fulfill the mission of connecting people."

 

Agustín Febres Cordero, Chief Creative Officer of Paradais DDB, says:

"We needed the relationship between the brand and the fans to be stronger and thus capitalize all the investment Claro made in the teams. Many brands build 'engagement' on the football platform, so we needed something that could possitionate us in a different way from the rest."

 

The "Fan of the Match" action was national Trending Topic for 48 hours, generating more than 140k positive comments that caused debate and conversation. It also achieved $ 11 million in Earned Media and more than 112 million impressions, positioning Claro as the #1 brand in soccer engagement in Ecuador.