Campaign details

Brand owner: DIRECTV
Lead agency: UM
Country: Colombia
Industries: TV channels, services, programmes
Media channels: Content marketing, Radio & audio, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

The House of Soccer was a space created by DIRECTV to bring its OTT service DIRECTV GO closer to audiences. DIRECTV created the structure, and we furnished it with content, media, digital performances and the themes to be capitalised on, and the communication agency designed the best pieces live.

Market background and context

As a leading brand in sports content, DIRECTV wanted to raise its visibility during football tournament, the Copa América. However, it faced barriers such as not being able to schedule content on national TV because local channels considered it to be competition.