DirectTV: Break the limits

TV station DirectTV Latin America increased brand awareness and engagement with the help of a mobile game.

Campaign details

Brand: DirectTVAgency: Universal McCann ColombiaRegion: LATAM

Objectives

During the most important sport event in 2016 in Latin America region, The America's Cup, Directv lacked of a strong differential in terms of communication and product, comparing with the directly competitors. In addition and making the scnenario worst, Directv didn't have the broadcasting rights of the event.

Increasing the noise and the awareness of DIRECTV during the momentum of the America's Cup "Centenario" and seeking a strong association with the key concept of the brand in 2016, "Rompe los Limites", achieved the goal of 200.000...

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