beIN Sports - "PAIN CAM" by PHNX Tribute 2020

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TitlePAIN CAM
Campaign PAIN CAM
Brand beIN Sports
Date of First Broadcast/Publication
Product beIN Connect
Story Background
We wanted to strengthen the link between the brand and BeIN CONNECT users, giving them something that no brand has ever done before: The pleasure of enjoying the suffering of their sporting rival in real time.

We created the first tool that allows users to see the reactions of the rival team's fans throughout the game. Two cameras filmed the faces of the fans of both teams during the match, while BeIN CONNECT users could tap into the PAIN CAM to enjoy the suffering expressions of their rivals in real time.

Idea
PAIN CAM is the first tool that allows users to see the reactions of the rival team's fans throughout the game. Two cameras filmed the faces of fans from both teams during the match, while BeIN CONNECT users were able to take advantage of PAIN CAM to enjoy the expressions of suffering of their rivals in real time.

Strategy
This campaign is aimed to beIN CONNECT users and those who enjoy healthy competition and rivalry between opposing teams.

Execution
The tool was made available nationwide for the Spanish market through the BeIN Connect platform itself and, therefore, accessible on devices such as tablets, TVs, phones…

Subscribers can used the PAIN CAM at some point during the broadcast of the main matches of the La Liga Santander, the main Spanish football tournament.

Outcome
Brand image increased by 37%
98% increase in subscriber retention.
78% of subscribers used the PAIN CAM at some point during the broadcast of the main matches of the La Liga Santander, the main Spanish football tournament.
Length
Creative Director ADRIAN RIOS
Creative Director SEBASTIAN SANCHEZ
Copywriter MARC XIFRE
Art Director FERNANDO HEREDIA
Art Director LUCY VIVAS
Account Director SUSANA OUTERIÑO
Agency Producer CHELI ZULUETA
Digital Development Director DANIEL SANZ
Programmer PABLO CUESTA