TOKYO, FEBRUARY 17, 2017
Revolutionary live sports streaming service, DAZN today launches a multi-million dollar campaign to celebrate the launch of the 2017 J.League season on its service.
The integrated campaign is designed to ‘elevate J.League’ in a way that touches the hearts of Japanese sports fans. At the centre is a television commercial by Ogilvy & Mather which will be aired from February 17th on national terrestrial TV, local channels, J Sky Sports and Fox.
The TVC features several stars of the J.League and centres around the belief that everything players do is for their fans. The TVC commences with FC Tokyo striker Masato Morishige scoring a trademark free kick and continues at pace with the back and forth exchange of excitement and emotion that exists between players of different clubs and their fans, finally concluding with Morishige performing a celebration point into the camera indicating that it is all ‘For You’.
Award winning New York based director, Noah Conopask, who’s work is known for its emotional impact, shot the TVC over three days in several venues featuring players from five clubs.
Ashley Wirasinha, Global CMO of DAZN, said: “We wanted to create an ad to really excite soccer fans. Our aim is to grow the J.League’s fan base and engage fans in a new elevated J.League on DAZN, this campaign is just the start of the many ways we will do that.”
James Rushton, CEO of DAZN, continued: “Our 10 year deal with the J.League is the cornerstone of DAZN’s content strategy in Japan. We have ambitious plans for the partnership so it was important to kick off our first season with a clear message to fans that we are here for them. DAZN is made by fans, for fans.”
The ‘For You’ campaign lasts 6 weeks and will be brought to life through a multi-channel approach.
In partnership with Ogilvy and Essence, DAZN has brought digital media planning and creative together to provide personalized experiences for each fan from J1 to J3. Using data DAZN will strategically talk to fans at the right time with the right message. To introduce the campaign Dentsu planned to broadcast a national message across TV, Print and Outdoor, as well as a geo-targeted strategy to again bring a relevant experience to fans based on their location.
PR agency Vector devised an innovative ‘For You’ stunt to grab the attention of the national press and consumers on the opening weekend of the new season. Details of which are still secret!
This will be followed by a series of public viewings around Japan. It follows the campaign theme ‘For You’ by providing fans an opportunity to watch their team in an interesting venue such as a movie theatre when they are playing away from home. Fans will get to enjoy all the action from DAZN on the big screen complete with popcorn.
Goal Studios will be operating DAZN’s SNS with the aim of bringing the game closer to the fans than ever before by fuelling their excitement in the moments that matter. For launch, that will involve a heady combination of near-live clipping of incredible moments from J1 to J3, a social-first Pitchside feature transporting fans to the sideline of the weekend’s biggest J.League match and 18 specially-produced club films, one for each J1 team, supporting the ‘For You’ campaign theme. As the season progresses, the agency will be tasked with finding more and more innovative ways to hero fans and to connect fans and players.
Through CRM activities DAZN aims to re-energise fans. DAZN will be engaging with fans to bring them coverage of all the action from J.League and delivering them a personalised experience so they can be closer to the team that they love. The core messages to target audiences will be that DAZN has made the J.League more accessible than ever to all fans across all J1,J2 & J3.
DAZN launched in August 2016 and gives fans the flexibility to watch their favourite players, teams and leagues the way they want to. Whether that is on the big TV screen at home or on their mobile phone on the go. And, if you’re running late, you can skip back and watch any game from the very start or at a later time on demand. Highlights are also available.
Fans can enjoy DAZN on most connected devices including Smart TV’s, connected TV devices, games consoles, smart phones, tablets and via the web.
The 2017 J.League season starts on 25th February and DAZN will be the only place fans can watch every single J1, J2 and J3 game live for the entire 2017 season.