The Official Card For Fans

Sportfive

Medal Won

🥇 GOLD – Publishing, Entertainment, Media, and Sports

Campaign Overview

With 93% of American adults already owning a debit card, Ouro X WORLD WALLET (XWW) faced the challenge of convincing soccer fans to adopt a second one. The solution? Reposition XWW from a financial tool to a lifestyle rewards card tailored for passionate soccer fans.

The “Official Card for Fans” campaign turned XWW into a must-have accessory for fans, offering exclusive rewards like the “77 for $77” promotion: spend $77 to unlock free access to all 77 Leagues Cup games on Apple TV.

By combining visually stunning Manga-inspired creative assets, influencer partnerships, and in-stadium activations, the campaign built an emotional connection with fans and positioned XWW as the ultimate fan accessory.

Creative Concept

The campaign emphasized fandom with:

“77 for $77” Promotion: Provided fans with exclusive tournament access, transforming their regular spending into a gateway to the ultimate soccer experience.
Manga-Inspired Artwork: Bold, high-energy illustrations of soccer stars turned standard Leagues Cup assets into visually striking materials, resonating with the fanbase.
Custom Content: Hundreds of performance marketing assets, films, and digital out-of-home (DOOH) displays tailored for all 35 tournament stadiums.

Execution Strategy

Influencer Collaborations: Partnered with MLS and LIGA MX influencers to create engaging TikTok and Instagram content, connecting with fans on a personal level.
In-Stadium Activations: Positioned XWW at the heart of the Leagues Cup, engaging attendees directly.
Optimized Marketing: Continuous testing and refinement of assets and messaging ensured maximum campaign impact across all platforms.

Impact and Results

The campaign delivered outstanding results:

19.6M fans reached on social and digital platforms.
28.6M impressions across channels.
500K visitors to the campaign landing page.
64K app downloads, a 15% increase over 2023.
30K active sign-ups, exceeding the target of 25K.
Significant improvements in cost efficiencies:
- 25% lower cost per unique install.
- 35% lower cost per unique sign-up start.
- 57% lower cost per unique ID entry compared to 2023.

Why It Worked

By transforming a debit card into an essential part of the soccer fan experience, The Official Card for Fans campaign delivered both emotional resonance and tangible rewards. Its bold creative, targeted activations, and fan-centric approach elevated XWW from a financial product to a lifestyle must-have.