It starts the biggest campaign of the live sports streaming service so far.
As the biggest European football leagues kick off the new season and the UEFA Champions League and UEFA Europa League gear up for action, the live sport streaming service DAZN is launching its biggest campaign to date. Using the slogan ‘Here is where it matters’, the leading agency Kolle Rebbe has developed a cross-media presence that once again focuses on the fans and shows them how they can enjoy their football on DAZN: simply and fairly, in their living rooms on smart TVs and when they are out and about on smartphones and tablets.
Since the service began in August 2016, DAZN has provided more football coverage than any other broadcaster: In addition to the Premier League, LaLiga, Serie A, Ligue 1 and the highlights of the first and second Bundesliga, more than 100 live UEFA Champions League matches and all 205 live UEFA Europa League matches will be shown this season – live, on demand and in HD quality – all still for just €9.99 per month.
‘We are taking the next big step by showing Champions League and Europa League matches and taking DAZN out of its niche into the mainstream. At the same time, we are adhering to our ‘fans first’ philosophy and offering sports fans the simplest and most affordable access to all of the big leagues,’ explains Benjamin Reininger, senior vice president of marketing for Europe. ‘That is why our campaign positions DAZN as THE place for all football fans,’ he adds.
Marco Obermann, lead creative at Kolle Rebbe, explains the key idea behind the campaign: ‘We portray DAZN emotionally as quite simply the place to watch football. In our films we show people how it feels to experience football with DAZN: straightforward, spectacular and focused on what really counts. After all, fans still heed Adi Preißler’s universal words of wisdom: ‘Entscheidend is’ auf’m Platz!’ (‘It’s what happens on the pitch that counts!’)
The visuals and the music combine sport and pop culture in a style that reflects how fans talk to one another about sport nowadays.
The campaign gets under way on 13 August in Germany and Austria. In addition to several films, which can be seen in various formats online and on TV, programmatic display, print and OOH media and radio ads are also used. The campaign also includes a large-scale DAZN event to mark the start of the UEFA Champions League and UEFA Europa League, a ‘limited edition’ with HEINEKEN, product tutorials that show users how to get the best out of DAZN and a range of social media activities.
All of the video material has been produced by Iconoclast in Berlin and directed by Ernest Desumbila, known for the adidas campaign ‘There will be Haters’, among other things. The music comes from Sizzer in Amsterdam. Social media is being managed in-house in conjunction with We Are Social in Munich. Essence in London is responsible for the media planning.