New work: Football Icon Cristiano Ronaldo Stars in LiveScore's Action Fuelled Spot

Rider

Aug 13, 2021

LiveScore, the global sports media business and one of the world’s leading real-time sports updates providers, has today unveiled ‘More Than A Score’, the brand’s biggest ever creative campaign headlined by its debut TVC.

Starring football icon, and LiveScore’s Official global brand ambassador Cristiano Ronaldo, the hero 60’ TVC premiered for the first time today on the Portuguese star’s own social media channels, reaching more than half a billion fans across Instagram, Facebook and Twitter.

Backed by a significant seven-figure media plan, the ‘More Than A Score’ campaign will look to cement LiveScore in global football culture, with an immersion strategy that will see the advert aired during every live Premier League broadcast this season on both Sky Sports and BT Sport in the UK. The TVC will also be shown across various other live games throughout the 2021/22 campaign.

By featuring in multiple premium spots, including the sought-after centre-breaks, the new campaign will reach over 75% of UK football fans and over 95% of UK ‘serious’ supporters over the course of the season. Alongside AV, the campaign will be supported by a range of OOH activity in the months that follow.

The 60’ and 30’ TV spots were directed by Knucklehead’s Chris Hewitt, well regarded in the industry for a body of work including Lucozade, Samsung and Dunlop. The narrative of the advert transports viewers directly into the epic heart of the action, exploring the meaning and emotions for fans as Cristiano Ronaldo scores a goal that transcends mere sporting importance. Far beyond those celebrating the goal in-stadium, the advert showcases the impact across the globe be it for taxi drivers, caterers, priests and even astronauts.

LiveScore captivates sports audiences by delivering premium content and engaging products to fans across 200 territories worldwide. Via the LiveScore app for iOS and Android devices, fans can follow real-time sports updates and access exclusive on-demand video content on the new global video service, ‘Watch’.

‘More Than A Score’ represents the first client work for LiveScore from Wonderhood Studios and Bicycle, two exciting new agencies recently retained by the business this year.

Wonderhood Studios and Bicycle complete a creative brand roster that also includes sports PR agency MatchFit.

Ric Leask, marketing director at LiveScore, said: “We are hugely excited to unveil ‘More Than A Score’, our biggest ever brand campaign and debut TVC. We can think of no better way to do this than with a starring role for Cristiano Ronaldo, our Official Global Brand Ambassador and the greatest player of all time.

As football fans we know that the beautiful game is about far more than a score, and we believe our audience around the world will love the emotion and feeling this campaign will unlock. This is a superb piece of work from our new agencies Wonderhood Studios and Bicycle, who we were delighted to appoint this year to our agency roster. We can’t wait to get started together.”

Aidan McClure, chief creative officer at Wonderhood Studios, said: “LiveScore has a massive global footprint fuelling fans in more than 200 territories. Developing their first brand platform featuring the world’s most famous footballer has been an exciting one for Wonderhood Studios

‘More Than A Score’ is rooted in the understanding that, to players, clubs and fans from all walks of life, a goal is so much more than just a set of digits. It recognises and celebrates the true agony and ecstasy you feel as a fan and how one goal can change everything…”

Graeme Douglas, CSO at Bicycle, said: “We’re throwing out category norms with this campaign: going for an experience-led, brand-building approach in a market categorised by short-term tactical marketing. Some might think we’re mad. But as the great Marcelo Bielsa said, ‘a man with new ideas is a madman, until his ideas triumph.

See the launch film here: https://www.youtube.com/watch?v=Cqa75AvklYk&feature=emb_imp_woyt