Guatemala City - 4am Saatchi & Saatchi has won a Gold Effie for its
highly successful Tigo mobile app during the 2014 FIFA World Cup. Launched in
partnership with FIFA, the Tigo FIFA app enabled users to watch all 64 World
Cup matches live and in high-definition. The app also provided football fans with
access to complete game coverage, replays and views from more than 8
interactive cameras.
“The success of the strategy is what helped us meet the
brand objectives,” said Marcelo Alvarez Sagherian, Regional Account
Director at 4am Saatchi & Saatchi, Guatemala. “It was an unforgettable
night when we raised a Gold Effie; an award we are proud of because it has a
very special meaning for us and our client.”
Following the success of its “Desfrijolizate” mobile
data campaign, the FIFA World Cup was the perfect occasion for Tigo to showcase
its product capability and increase consumer engagement. However, Tigo faced two challenges: It was not an official
event sponsor, and if they were to create buzz during the World Cup, they would
need to create a product that was both relevant and useful to the target
audience. The Tigo FIFA app was a solution born out of football fans’ desire
for unique experiences and the demand for broadcast of live matches.
The release of the Tigo FIFA app was done in two
phases: anticipation and launch. During the anticipation phase, awareness was
generated online using custom audience and look alike targeting and Google
Search to optimize keyword searches that were updated following the
conversation trends. 4am Saatchi &
Saatchi also promoted app downloads through the Google App Store, used
retargeting to complete the process of conversion and supported the entire
campaign with a multimedia ATL campaign.
The app service was the first of its kind in
Guatemala, with Tigo also being the only authorized FIFA mobile transmitter in
the country during one of the biggest events in the global sporting calendar.
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