As the most widely viewed sporting event in the world, the World Cup represents a passion point for many consumers—especially the Hispanic audience. Hoping to attract new subscribers for its programming packages, which include both English and Spanish channels, DishLATINO needed an advertising campaign that would tie the excitement of the World Cup to its product’s key features. The challenge: identify an ideal messaging platform that would appeal to consumers’ emotions and address their practical viewing needs.
The brand team collected ideas, images and specific copy suggestions from its agency, partners and other internal teams to create a wide range of messaging possibilities. They solicited consumer feedback, powered by evolutionary algorithms, to identify the ideal positioning for DishLATINO’s products and overall messaging platform. The award-winning campaign drove a record-high number of DishLATINO activations; May – June digital activations were 32% higher in 2014 than in 2013.