Time Warner Cable has launched a series of national Spanish-language TV spots to celebrate the road to the 2014 soccer World Cup in Brazil.
The “Every Fan Counts” (Cada fan cuenta) campaign targets U.S. Hispanic customers in general but particularly those cheering for Mexico, Argentina and Brazil. And while the effort was created with the U.S. Hispanic customer in mind, its message could very well cross over to target other soccer fans in the U.S., including fans of such national teams as France or England.
“What I love about this campaign is that while it is carved out of multicultural insights, it has a very broad appeal and can be extended into other markets,” TWC chief marketing officer Jeffrey Hirsch told Hispanic TV Update.
TWC, the second-largest U.S. cable operator, worked with Miami and Buenos Aires-based creative agency La Comunidad, which produced a series of spots connecting Latin American fútbol fans in Buenos Aires, Rio de Janeiro and Mexico City with their counterparts in the U.S., urging them to tune in to TWC to watch every upcoming match (to be televised in the U.S. in Spanish by Univision and in English by ESPN).
The campaign, Hirsch said, focuses on customer acquisition and upgrade, highlighting not only TWC’s video services, but online viewing on tablets and mobile phones. Each spot wraps with a call to action, asking viewers to sign up for TWC where, the cable operator claims, “there will be more matches than on DirecTV.”
Unlike previous Hispanic-targeted campaigns, the Every Fan Counts effort plays up the cultural ties between the World Cup’s Portugese-speaking hosts and their Spanish-speaking neighbors. In one spot, a group of Brazilians dances samba in a Rio beach, urging their countrymen (in Spanish, not Portuguese) to support their team. “¡No hablamos español, pero nosotros los brasileños también somos Latinos! (We might not speak Spanish, but Brazilians are Latinos too!),” one of the fans sahys in a Portuguese-accented Spanish.
Said Hirsch: “The multicultural market is much broader than the traditional Hispanic space that we always talk about. The World Cup gives us a great umbrella to talk to the many segments of our marketplace, whether is Mexico, Brazil, or eventually France or England.”
The campaign is currently running across several Spanish-language broadcast networks, including Univision and Telemundo.