Copa90 is a channel about soccer.
Fans-turned-presenters travel all over the world to find untold stories of tiny teams and passionate supporters.
To introduce Copa90 (along with fellow UK channel SORTEDfood) to a wider audience, we created YouTube's biggest, most ambitious campaign ever. It was 100% digital — video, digital billboards, and interactive — not a scrap of paper involved.
To do this, we filmed 89 unique videos and GIFs, and placed them in hyper-specific media locations throughout London.
Dozens of Videos & GIFs
To pull off the campaign, we needed a LOT of video assets. We started by introducing the channel itself.
Then we introduced the presenters, like Eli Mengem, a diehard football fan who was plucked from obscurity to become one of Copa90's star voices.
GIFs were used in out of home and digital media in place of print.
The UK's Biggest All-Digital Campaign
Copa90 was part of the largest all-digital media campaign ever done in the UK. We used DoubleClick, Google's banner serving software, to target REALLY specific ads thorough London, based on factors like:
- your device
- your location
- the time of day
- sports schedules
- which ads you'd seen before
It's complicated stuff. Check out this video to see how we did it:
Copalab 360 Event
To get fans involved, we created a 360 video experience called CopaLab. Anyone could step inside, show off their badass footy skills, and walk away with a GIF to share on social media.
Here's a video that shows the full scale of the event.