Barça: El Clásico
Daniella Repetto
The Spanish classic, known among the media and fans as "El Clásico", is the football match between Real Madrid Club de Fútbol and Fútbol Club Barcelona.
Its relevance has grown to become the the most important football —and/or sports— rivalry in Spain, also ranking as the most followed match between clubs in the aforementioned sport worldwide, with approximately 650 million viewers on average between 2012 and 2020.
The Background:
After a pandemic that reduced the capacity in all live events around the world in order to guarantee social distancing.
For almost two years, the capacity of the Camp Nou was reduced, increasing the number of attendees as sanctions and regulations were lifted.
By October 2021, the full capacity of the stadium for El Clasico Barça-Madrid was approved and the company's need to generate the complete sale of all tickets led us to develop this advertising campaign presented for distribution in digital and physical media.
The Campaign:
The objective was to generate excitement and enthusiasm among soccer fans and encourage them to purchase tickets for the upcoming match.
Using the Catalan phrase "Si Tots Animem, Guanyarem," which means "If We All Cheer, We'll Win" as call-to-action. This phrase is a well-known slogan among the fans, and it perfectly captures the spirit of the team and its supporters. By using this phrase, is aimed to create a sense of unity and encourage fans to come together to support the team after a long break of the full capacity of the Camp Nou.
The Advertising:
In addition to billboards, created social media strategies and YouTube ads to reach a broader audience. Also offered special discounts on tickets to reward loyal fans and make it easier for them to attend the match.
