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Brazilian TV Network Band Boosts Viewer Ratings By Turning Soccer Fans into NBA Fans

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The strategy campaign from FCB Brazil and FCB/SIX emotionally used data to impact the audience

Brazilian TV Network Band Boosts Viewer Ratings By Turning Soccer Fans into NBA Fans

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.

"We studied every NBA franchise in order to draw parallels with the soccer teams in Brazil, and then used those coincidences to reach the fans at an emotional level," says Denis Gavazzi, sports director at Band Network.

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. 

"We impacted fans individually with hyper-segmented ads related to the content they were consuming at that moment. We connected penalty conversion rates to free throw percentages, linked the league's top scorers to the season's point leaders, and found similarities even among long-distance shots, generating new ads at the end of each round," says Juliana Nascimento, managing director at FCB/SIX.

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FCB Brasil

Chief Creative Officer: Ricardo John

Executive Creative Director: Anna Martha Silveira

Executive Creative Director: Marcelo Rizerio

Creative and Innovation Director: Pedro Araujo

Associate Creative Director: João Mendes

Associate Creative Director: Rafael Pascarella

Copywriter: Ricardo Frezza

Copywriter: Luana Grybosi

Art Director: Sabrina Mesquita

Art Director: Lucas Buled

Art Director: Gustavo Paro

Graphic Designer: Alvaro Barth

Art Director Assistant: Arthur Gonçalves

Content Team: Bibiana Saldanha, Thea Rodrigues

Chief Strategy Officer: Renata D'Ávila

Chief Growth Officer: Fábio Freitas

Account Team: Elton Longhi, Gustavo Zaize

Media Team: Tiago Santos, Ronaldo Silveira

Motion Designer & EditorTeam: Rodrigo Resende

FCB Studio

Production Team: Fernanda Geraldini, Adriano Gomes, João Albertini, Daniela Fonseca

Project Manager Team: Renata Reigota, Anna Strohm, Marcos Gusmão

Technology Team: Juscelino Vieira, Liandra Monteiro, Felipe Canuto


Sound Production: Guga Costa, Ana Flor BohrerMatheus Peres Flavia Medeiros, Eduardo Karas, Lucas Sfair, Filipe Resende, Bruno Vieira Brixel, Leonardo Lima, Direção de voz

Sound Design: Nando de Castro

Rede Bandeirantes

Client Team: Cris Moreira, Denis Gavazzi, Marcelo Neves

Categories: TV and Radio, Media and Entertainment

FCB Brasil, Thu, 09 Jun 2022 15:47:11 GMT