Over a four-year period, soccer had served T-Mobile as a passion point for building affinity among Latinos. To this audience, fútbol is more than a game; it is a matter of cultural pride. Not surprisingly, AT&T and Verizon also identified soccer as a top platform to reach Hispanics -- and they had much deeper pockets to exploit. Specifically, our objective was to leverage T-Mobile's broadcast partnership with World Cup more effectively and creatively amongst soccer fans than other wireless providers. Although an opportunity for advocacy, our passionate core target of fútbol fanáticos could easily turn to harsh critics if we didn't find the right message and tone. We listened and heard them say they were "born with soccer." We heard them exclaim that it is literally their religion and they prayed obsessively before games. One man even showed us an image of the Virgin Mary he carried in his wallet. He explained that before each game, he kisses it and recites, "Virgin Mary, please give us a hand." Others talked openly of crying during pivotal plays. We distilled these intense behaviours down to a basic truth: hard core fanáticos truly live and breathe fútbol. To them, the actual game time was only a part of the experience. Our path was now set. We would show that just like them, soccer lasts much more than 90 minutes for T-Mobile.
Over a 10-month period, we deployed a multi-staged effort that included traditional and non-traditional elements. To fully leverage the association with soccer leading up to the World Cup, T-Mobile’s “regular” advertising in late 2009 revolved around the idea that soccer lasts much more than 90 minutes. TV spots developed specifically for the World Cup draw (an important event for fanáticos) followed in December. The campaign’s first promotional phase kicked off in April 2010. Supported by 30-second TV spots and a microsite, it centered on the chance to win one of ten trips to South Africa. When the World Cup finally began after months of anticipation, T-Mobile leveraged the rights acquired with Univision and FIFA and hosted a large kick-off party that took place at a well-known Mexican venue in Los Angeles: Plaza México. It was the perfect setting for the opening match of Mexico vs. South Africa. The second promotional phase of the campaign began with the start of the tournament and included TV, digital and prestitial iVideos. Finally, T-Mobile sponsored special segments called “Momentos” that showcased the greatest soccer events of all time ran during every game of the World Cup from June 11 - July 11 on Univision. These acted as T-Mobile’s homage to the many moments that live with hard core fanáticos forever. Each of these media and creative components worked seamlessly to establish T-Mobile as the true hard core fanático in the wireless world.
We exceeded expectations and outperformed Verizon and AT&T in several key brand metrics among soccer fans. Brand Saliency
• T-Mobile gained 6 percentage points, while Verizon remained unchanged and AT&T lost 5 ppts.
• In pre-measure, T-Mobile lagged competitors. By the end of the World Cup, T-Mobile led the next closest competitor by 5 ppts.
• T-Mobile gained 6 percentage points, while Verizon lost 8 ppts and AT&T lost 5 ppts.
• In pre-measure, T-Mobile lagged Verizon and was at parity with AT&T. By the end of the World Cup, T-Mobile led both by 11 ppts. Brand Choice
• T-Mobile gained 6 ppts, while Verizon lost 5 ppts and AT&T lost 3 ppts.
• In pre-measure, T-Mobile was at parity with Verizon and lagged AT&T. By the end of the World Cup, T-Mobile led Verizon by 11 ppts and AT&T by 4 ppts: Primary Provider
• T-Mobile gained 7 ppts, while Verizon lost 1 ppt and AT&T lost 11 ppts.
• In pre measure, T-Mobile led Verizon by 6 ppts and lagged AT&T by 4 ppts. By the end of the WC, T-Mobile increased its lead against Verizon to a total of 14 ppts and took over AT&T, also leading it by 14 ppts: Source: T-Mobile's Hispanic Advertising Tracking Study conducted by Ipsos OTX.