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Major League Soccer - Rivalries Our challenge was to increase viewing figures and game attendance for MLS games. We did this by creating 'tune i… Read More
Major League Soccer - Rivalries 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%. Read Less
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Major League Soccer - RivalriesMajor League Soccer - Rivalries
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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.

To 'stoke theflames' of the rivalries even further, we created a series of posters. Theseries 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 inspiredvisuals.

Early results have been fantastic with a serge in social media activity and increased national viewing figures of 37%.


Client: Major League Soccer
Agency: Sid Lee
Creative Directors: Paul Little, Charles Hall
Art Direction: Jean-Daniel Petit
Copywriter: Ollie Miles