Santander Fútbol Pasión

Insight

Football is more than a sport in Latin America; it’s a passion. Banco Santander, leveraging its sponsorship of Copa Libertadores, wanted to tap into this cultural phenomenon by challenging fans to prove their love and knowledge of the game.

Idea

The campaign launched a massive online competition to find the biggest football fan in Latin America. Participants answered increasingly challenging questions about football, with the finalists competing in a televised showdown broadcast on Fox Sports. This created a continent-wide conversation about football and brought fans closer to the Santander brand.

Impact

The campaign engaged over 1.2 million participants across 22 countries, setting a Guinness World Record for the largest participation in an online sports competition. Banco Santander successfully positioned itself as the bank for football lovers, strengthening its connection to the sport in Latin America.

Awards

• Guinness World Record: Largest participation in an online sports competition.
• El Sol - Sol de Plata: Best Multimedia Use, awarded at the 2014 El Sol Iberoamerican Advertising Communication Festival.

Team

Creative Team: Ogilvy & Mather Madrid