Objective
beIN SPORTS, the new US broadcaster for the most important and prestigious South American soccer competition, Copa Libertadores, wanted to engage with South American super soccer fans known as HINCHAS, and invite Non-South American and CASUAL soccer fans to be part of the HINCHA culture, building awareness and driving tune-in.
Insight
“Yo te sigo a todas partes, en las buenas y en las malas.” (I will follow you anywhere you go, in the good and in the bad.”) This is the ethos of the HINCHA, a super soccer fan, and one of the most common phrases that they sing (or...