Our challenge was to increase viewing figures and game attendance for MLS games. We did this by creating 'tune in' television spots that focused on the intense and passionate rivalries that exist between teams in the MLS.
For each game we created a 30sec 'rivalry' spot, which treated each team equally. Thus giving them both chance to have their say, as the script battles back and forth.
In a smart 'media play' we created two different versions of the 15sec edits, with each team getting their own spot. This gave us the opportunity to really 'fuel the fires' of each rivalry and add a level of drama that would encourage both fans and non-fans to tune-in and watch.
Early results have been fantastic with a serge in social media activity and increased national viewing figures of 37%.
The Cascadia Rivalry - Portland Timbers vs Seattle Sounders - 30sec
For each game we created a 30sec 'rivalry' spot, which treated each team equally. Thus giving them both chance to have their say, as the script battles back and forth.
In a smart 'media play' we created two different versions of the 15sec edits, with each team getting their own spot. This gave us the opportunity to really 'fuel the fires' of each rivalry and add a level of drama that would encourage both fans and non-fans to tune-in and watch.
Early results have been fantastic with a serge in social media activity and increased national viewing figures of 37%.
The Cascadia Rivalry - Portland Timbers vs Seattle Sounders - 30sec
West Coast Showdown - LA Galaxy vs Vancouver Whitecaps - 30sec
The California Clasico - SJ Earthquakes vs LA Galaxy - 30sec
Rivalry Poster Series
To 'stoke the flames' of the rivalries even further, we created a series of posters. The series was inspired by the 'hand-made' banners and signs that appear at MLS soccer games, each one featured a 'dig' at the opponent... through taunting headlines and rivalry inspired visuals.
LA Galaxy vs Houston Dynamo - A rematch of the 2011 MLS Final
To 'stoke the flames' of the rivalries even further, we created a series of posters. The series was inspired by the 'hand-made' banners and signs that appear at MLS soccer games, each one featured a 'dig' at the opponent... through taunting headlines and rivalry inspired visuals.
LA Galaxy vs Houston Dynamo - A rematch of the 2011 MLS Final
Portland Timbers vs Seattle Sounders - One of the fiercest MLS rivalries due to their proximity.
The Cascadia Rivalry - Pro Portland Timbers -15sec
The Cascadia Rivalry - Pro Seattle Sounders - 15sec
West Coast Showdown - Pro Vancouver Whitecaps - 15sec
The California Clasico - Pro San Jose Earthquakes - 15sec
The California Clasico - Pro LA Galaxy - 15sec
Credits:
Client: Major League Soccer
Agency: Sid Lee
Creative Directors: Paul Little, Charles Hall
Copywriter: Ollie Miles
Art Director: Jean-Daniel Petit
Agency: Sid Lee
Creative Directors: Paul Little, Charles Hall
Copywriter: Ollie Miles
Art Director: Jean-Daniel Petit
