Under Armour: Love at first watch | When Marketing truly meets consumer-demand

Argentina has produced some of the biggest names in soccer history. Thus, it doesn’t come as a surprise that the South American nation holds soccer in high regard. Till 2017, Argentinian fans of the sport enjoyed free broadcasts of soccer matches. But, free broadcasts turned into pay-per-view events. The spectators who enjoyed games from home met this development with a heavy backlash. However, a recent intervention by Under Armour gave fans a reason to rejoice. In the name of a campaign called Love at First Watch, Under Armour unlocked the pay-per-view nature of Argentinian soccer.

As depicted by GUT Buenos Aires, the agency that drafted the campaign, Under Armour gave soccer fans a free soccer broadcast after a hiatus of 2 years. To make this happen, the brand sponsored the jerseys of two top soccer teams. When both the teams clashed on the ground, soccer fans watched the broadcast for free. Incidentally, the grand reveal of the jerseys was also staged at the same time.

All in all, the event amassed 44 million viewers and +34 million impressions. By giving soccer fans what they wanted the most, Under Armour bathed in an ocean of effective marketing. We commend the brand’s out-of-the-box thinking and stand in awe of the whole campaign.

Credits
Agency: Gut, Buenos Aires, Argentina
Campaign: Love at first watch
Advertiser: Under Armour

Tags:
Sport, Digital Marketing, Football, Soccer, Argentina