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Top 6: June 15th 2022
Interactive
Band: Fans Will Be FansTop 6: June 15th 2022
In the country of soccer, Band is the only broadcast TV network with the rights to show NBA games. But instead of creating a rivalry with the national passion, the network decided to use that passion to its advantage. With an ingenious use of data, it developed the 'Fans will be Fans' strategy, aimed at turning soccer fans into NBA fans. Created by FCB Brazil, in partnership with FCB/SIX, the data-driven targeting campaign let Brazilian soccer fans know that whatever was going on with their favourite team was also happening to a team in the NBA. And the agencies leveraged technology to do this: by extracting and analysing data from both sports, they were able to deliver contextual ads in real time.
Innovation Director: Pedro Araujo |
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