FLOW - BARRIOS RIVALES (Rival Neighborhoods)

Medal Won

• 🥈 SILVER – Best Loyalty and Retention

Campaign Overview

In January 2024, Argentina faced economic uncertainty following a presidential election, leading households to cut non-essential expenses, such as entertainment subscriptions. Despite these challenges, Flow, a live television and on-demand streaming platform, needed to maintain and grow subscriptions for its Football Pack, a separate sports package required to watch live soccer.

To achieve this, Flow launched Rival Neighborhoods, a campaign leveraging Argentina’s deep-rooted soccer fanaticism. The initiative connected emotionally with fans by highlighting the passion and rivalry inherent in the sport, transforming the Football Pack into an “emotional necessity” rather than a dispensable luxury.

Creative Concept

The campaign celebrated the intensity of soccer rivalries with humor and relatability:

• Neighborhood Rivalries: Focused on fans living in the “enemy” team’s neighborhood, creating content that resonated with the unique and often comical situations they face.
• Social Media Optimization: Designed as Instagram Reels and TikTok videos to maximize shareability and viral potential.
• Match-Week Alignment: Timed the campaign around the highly anticipated “week of classics,” where rival teams play against each other in the First Division Tournament.

Execution Strategy

1. Digital and Social Activation: Focused on multi-screen soccer consumption with shareable content tailored for Instagram and TikTok.
2. Real-Time Engagement: Released content during high-interaction moments, such as match times, to amplify engagement.
3. Calls to Action: Integrated clear prompts to subscribe to the Football Pack, making it easy for users to take action directly within the Flow platform.

Impact and Results

The campaign achieved exceptional results, surpassing all goals:

• +10% increase in Football Pack subscriptions compared to the same week last year.
• 245% increase in clicks on the “Contract Football Pack” button within the platform, compared to the six-month average.
• Became the most shared campaign in Flow’s history, with:
  • 800,000 organic views and a reach of nearly 1 million people.
  • 35 million additional impressions via influencers.

Why It Worked

By aligning with Argentina’s enduring soccer passion and leveraging humor, Rival Neighborhoods transformed economic hardship into an opportunity to deepen loyalty and retention. The campaign’s shareable format and strategic timing ensured widespread visibility, proving that emotional connection can drive tangible results even in challenging contexts.