On 8 September, four days ahead of the start of the 2020/21 La Liga season, the league launched a new campaign celebrating the kickoff of its 90th season called #HayQueVivirla (Where It Lives / Must Be Lived).
The campaign, conceived and created by agency La Despensa, seeks to broaden La Liga’s reach beyond football fans into the wider entertainment space and engage new and younger audiences.
Building buzz and excitement ahead of kickoff, #HayQueVivirla is a celebratory homage to La Liga’s 90th anniversary and stars actor Álex González presenting to camera from the middle of a moving film studio where an evolving series of historical blockbusters are being shot as a metaphor for La Liga’s 90 seasons of intense emotion and thrilling entertainment.
Indeed, for the epic montage ad shoot more than 70 people were coast as extras – including actors, dancers, fans and footballers – to focus on La Liga as an historic entertainment property and it suggests that as a show the league can’t be surpassed by even the very best film script.
In short, all the spectators are invited, from any corner of the planet, to be part of this great blockbuster.
The campaign invites all kinds of consumers from all over the world to become fans and spectatirs of the La Liga show and the spot is being distributed internationally through 103 La Liga broadcasters and will run in 183 different countries.
In Spain it is running across television and online channels.
You can't describe it… #YouHaveToLiveIt.
This Friday, the show that united all corners of the world returns!#LaLigaSantander
— LaLiga English (@LaLigaEN) September 8, 2020
“We are entertainment in CAPITAL LETTERS and we have been demonstrating it for 90 seasons. We are a live show, where passion transcends beyond the game. We are millions of emotions condensed in a great super-production that goes around the world and that does not understand borders or cultures,” commented La Liga’s Head of Global Brand and Assets Eva López.
“This is how we understand this new season and this is how we want to transmit it with this new campaign and with the help of La Despensa.”
“Football is the great connector of emotions around the world and LaLiga is the expert brand in turning those connections into the greatest spectacle in the world . The arrival of such a client in such an exceptional year as the one we are experiencing has made us very happy,” added Miguel Olivares, Creative Director and Founder of La Despensa.
“From the agency we have been claiming the cultural relevance of brands for years and in the case of LaLiga it is a factor present in their DNA. We want to work hand in hand with them to empower it and build bridges between football and global culture in order to spread their brand messages and seek new connections.”
Outcome:
The campaign was shown in 183 different countries – including Greenland, Mongolia, Russia and the USA – and since its 7 September launch on the social channels of LaLiga and all its clubs the hero spot has generated more than 500k views.
Comment:
#HayQueVivirla clearly seeks to position La Liga not just as a sports event, but at the forefront of the wider entertainment industry as a year-round global entertainment property capable of generating unique emotions.
This is the first work from agency La Despensa since it won a competitive pitch in July.
It follows on from other new marketing leveraging La Liga’s new season including Budweiser Spain’s new campaign fronted by Barcelona mega star Lionel Messi (see case study).
Links:
La Liga
https://www.facebook.com/LaLiga
https://www.instagram.com/laliga/
https://www.youtube.com/user/laliga
https://www.linkedin.com/company/laliga/
La Despensa
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