The brief was to produce a localised LaLiga spot that resonates with APAC audiences and increase awareness so that football fans can watch LaLiga on beIN Sports Connect app. Based on this, we decided to shoot a local Dikir Barat group. Dikir Barat is a musical form, native to the Malay Peninsula, that involves singing in groups—often in a competitive setting. We wrote the lyrics and composed the song in- house. The spot was well very received by local fans across APAC. It went viral, and was featured on Malaysia and Singapore news platforms.
The strategy is to combine a localised song that hype up the passion of LaLiga football and weave in beIN Sports brand awareness as the pay off. The music production and editing process was the vital part in making the spot come to live. We had to produce a spot that have never be done before for football and hope that it goes viral.
The spot was well received by local fans from Malaysia and Singapore. It went viral in Malaysia and was featured in several news articles. We had high engagement in Facebook and Instagram with many comments saying the spot is really good. The subscription for LaLiga live match up has increased by 3 times more during that month.