Amstel promotes, for the third consecutive year, the “Conquista da América” (CDA - Conquest of America) project, while Betfair.net has secured a major project involving the two verticals of the Minute Media group in Latin America.
Betfair chose Minute Media for a regional agreement, after a competition process carried out throughout the pandemic. The brand will have a range of content created by the Minute Media team, including a weekly program, called "Copeiros / Coperos", which will feature presenter Tomer Savoia for the edition distributed in Brazil.
In this action front, the presenters will receive fans (90min platform expertise), ex-players (through The Players’ Tribune) and influencers to talk about the rounds of both competitions. The project will end in January with a series of videos created by The Players’ Tribune, reliving some of the main turns of the two competitions.
“We will have for the third year Amstel's partnership for our product Conquista da América and an innovative project with Betfair.net that involves two platforms of the Minute Media group and covers other countries in Latin America,” celebrates Bruno Fernandes, Minute Media Commercial Manager in Brazil, responsible for closing the two partnerships.
As in previous years, Amstel will sponsor the vision of the Libertadores fans through “Conquista da América” (CDA), a project of Minute Media.
For the 2020 edition, the concept will gain a new visual identity since Amstel will exclusively define the naming rights of the CDA, whose main objectives are to capture and exalt the spirit of the fans of each of the Brazilian teams participating in the championship this season.
The challenge for this year will be to show the preparation and reactions of the Capitães 90min, representatives of the teams that compete in the tournament, but this time from their homes. For this, the brand will create “conducting wires” that will surprise the protagonists of this journey and take the atmosphere of the stadium into their homes.
In addition to the CDA, Amstel again presents “Obsession of America”, a series of videos that tells curiosities and information about the most coveted competition in the Americas, as well as other content such as “Alma do Jogo”, where fans tell their expectations for this unprecedented edition of the Copa Libertadores.
Responsible for Amstel's digital media strategy, iProspect created, especially for the Libertadores campaign, a strategy focused on generating brand association with the Championship, through personalized content for an audience directly interested in football.
“We started with the idea of using industry influencers in addition to our partner's production expertise and, with six hands (90min + Heineken + iProspect), we created videos that explore aspects of both the championship and football, from Amstel's point of view. The entire production delivery was reverted to the media through an extremely profitable and beneficial negotiation for all,” says Caroline Bassi, business and operations director for the Heineken hub at iProspect.
“Both projects were signed during the social isolation of COVID-19. There were many challenges, but we managed, in this turbulent period, to find solutions to connect brands with our audience and passion for football,” concludes Fernandes, from Minute Media.
Source: GMB
