The Problem
A horror movie TV channel shouldn't broadcast sports.
Space TV is a channel with a strong reputation among the horror/thriller audience. When the brand was awarded the rights to broadcast local soccer finals, reaching the big sports audience in the country meant an excellent business opportunity at the high stakes of being off-brand.
The Opportunity
Soccer finals trigger the same emotions as scary movies do.
Soccer games are full of emotions. Regardless of whether their teams made it to the finals or not, hardcore soccer fans watch the matches and passionately cheer for or against one of the teams, which makes them feel anxiety, fear and tachycardia, just like when they watch scary movies.
The Solution
Position soccer finals as scary movies.
Portraiting soccer finals through the lens of horror was the perfect reason to place the campaign messaging under the 'extreme emotions' positioning and promote the soccer programme without damaging the brand reputation.
The Creative
Print Ad (Featured on Lürzer's Archive '15)
My Role
Creative Strategy
