ARGENTINEANS by Y&R Buenos Aires for Tyc Sports

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ARGENTINEANS

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Industry Sports Teams & Events, TV Channels/Radio Stations and Programmes, Сable/Satellite television
Media Promo & PR, Case study
Market Argentina
Agency Y&R Buenos Aires
Director W. Fernandez
Executive Creative Director M. Mercado
Creative Director D. Rial, D. Tuya
Released April 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: TYC SPORTS
Product/Service: WORLD CUP
Agency: Y&R BUENOS AIRES
Date of First Appearance: Apr 30 2010
Entrant Company: Y&R BUENOS AIRES, ARGENTINA
Executive Creative Director: M. Mercado (Young & Rubicam)
Creative Director: D. Tuya (Young & Rubicam)
Creative Director: D. Rial (Young & Rubicam)
Accounts Director: E. Slosse (Young & Rubicam)
Account Director: A. Barcia (Young & Rubicam)
Account Executive: C. Cordo (Young & Rubicam)
Agency Production: L. Pompeo (Young & Rubicam)
Agency Production: A. Borgognoni (Young & Rubicam)
Director: W. Fernandez (Blue Productora)
Media placement: 1 Tv Spot - TyC Spots - 30 April 2010

Insights, Strategy & the Idea
The goal was making TyC Sports, the cable TV channel, be the perfect place to live the World Cup above the remaining “global”, yet less passionate channels. In spite of the much better offer of those channels that included the live broadcast of all the matches in HD.
Argentine people have always praised the civilized social behaviour of other countries fans in their everyday lives. And one of the few things Argentines are truly proud of is the way we live football, with more passion than in other parts of the world. This local characteristic is recognized by the rest of the countries and legitimized by the amount of tourists who include tour visits to the most important football stadiums to experience, in their own flesh, Argentina’s football craze.
T&C Sports occupied the first position in terms of audience during the month of June (Source Ibope, 12am to 12pm)

Creative Execution
One month before the World Cup “Argentinos” started to be aired. A TVC confronting the admiration Argentines feel for the social behaviour in the everyday lives of the fans of other countries of the world with the football passion felt by Argentine fans.
The creative strategy consisted in strengthening the emotional bond of the TV viewer with the brand and making them feel the channel as the perfect place to live the World Cup.
The spot was aired only in the TyC channel and in its website, but the word of mouth and the general acceptance of the spot among the fans together with the regional and world press, in less than two months, made 4 million people enter YouTube to see it, giving the spot a powerful boost in terms of amount of prospect audience.

Results and Effectiveness
“Argentinos” fueled TyC’s position as news referent and the high impact and viral power of the spot made it transcend the channel’s own screen, which was practically the only airing space planned for its broadcast.
The audience took action and uploaded the spot to YouTube which received over 4 million visits.
In terms of audience levels, T&C Sports occupied during June, the month of the World Cup, the first position (Source: Ibope), though the offer did not include the live broadcast of all the games or HD, both offers of the competing channels.