DAZN – Game Changed

How do we make a digital platform the "New Home of Football"?

The challenge

DAZN is the new kid on the block offering more live sports than any other provider. How do we establish the young DAZN brand in a traditional market as the “New Home of Football”, increase brand awareness and ultimately generate subscriptions?

The solution

Under the “Game Changed” campaign umbrella, we are creating brand awareness for a brand that is redefining the market of sports streaming services and is doing things differently than they have been done before. DAZN is the gamechanger in this market and we spread this message across all channels – while remaining authentically close to our target groups.

Game Changed

A 60-second highlight spot sets the right tone and is spread as cut-downs across all channels. With an appropriate headline mechanic, we bring static assets into the mix, both digitally and OOH, and get to the heart of the benefits of the DAZN subscription. With giant posters in key cities across Germany, we set a local accent within the campaign and address the football communities right where they are.

All for the fans

The campaign understands the fans’ passion and shows how DAZN can amplify it through its unique offering. DAZN has changed the game and is confidently going out with this message – and authentically close to the fan.

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