Launched for the December 23, 2017 match between FC Barcelona and Real Madrid, the beIN Bed campaign was created to encourage American soccer fans go to bed early in order to wake up in time for El Clásico’s unusual 7 a.m. EST/4 a.m. PST start time.
The integrated campaign, created by Y&R Miami together with beIN SPORTS, included sleep-inducing content featuring beIN SPORTS’ on-air talent such as Ray Hudson, Terri Leigh, and José Fernandez, aired across multiple linear and digital platforms.
“This is a great honor for us and speaks volumes about the immense teamwork and creativity that went into the development and execution of the beIN BED campaign,” said Antonio Briceño, beIN SPORTS’ Deputy Managing Director for the U.S. and Canada. “We knew getting soccer fans to watch El Clásico at 7AM on a Saturday would be a challenge, but by addressing it using a fun, lighthearted approach, we successfully attracted more than 1MM viewers to tune in to the early morning game.”
Federico Hauri, VP Executive Creative Director of Y&R Miami said, “Don Draper won himself a few Clio Awards. But did he ever win a Clio Sports award? No. He didn’t.” He added, “Bringing to life the beIN BED campaign was like a dream for us, and not because it was really early.” In addition, Julian Roca, VP Managing Director mentioned, “We developed a solid multi-channel strategy to unleash the passion of fans across the US and get them to tune in. This is when creativity meets performance.”