Knitting Fútbol Passion into a Holiday Sweater


The confluence of holiday cheer and World Cup enthusiasm created a level of overall excitement many Hispanics haven’t experienced in years.

Most of our cultural watershed moments happen once in a lifetime. (Or in this case once every four years.) The 2022 World Cup was that moment, especially for Hispanics, who were more pumped than ever to see their home countries represented. However, with television, radio, and social channels clogged up with typical World Cup advertising, convincing passionate soccer fans that AT&T Fiber has the best connection in town became a real challenge.

Let’s imagine a scenario where the World Cup was played during winter. What would be the first demand a Hispanic mom would make? “Don’t forget to put on a sweater!” We created a film that showed how this very relatable moment can have massive emotional appeal with Hispanics -- and may even lead to something beautiful.

Breaking Through the Noise. Our televised creative campaign lifted AT&T Fiber brand impressions, linkage and messaging during a highly competitive period. Our social media work fared even better, far exceeding initial benchmarks. The Data: The Frio YouTube video achieved a VTR of 33% and the influencer campaign generated an engagement rate of 20%.

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