DAZN:
Changing the way Canadians watch sports

DAZN is an online sports streaming service with the rights to some of the biggest leagues in the world. But when it came to Canada in the summer of 2017 no one knew its name, much less how to pronounce it (it’s DA-ZONE, by the way). But a year-and-a-half after its successful Canadian launch, we were able to convince over 100,000 Canadians to change the way they watch sports forever.

Quest For El Classico:
European Soccer Promotion

To tell Canadians DAZN was the new home for European soccer, we created a trivia game that mimicked the path teams must take in order to reach the highest level of La Liga - the largest soccer league in Spain. Answer enough questions right, and you’ll be promoted to the next division. Answer too many questions wrong, and you’ll be relegated back down to the division below. If fans made it all the way through the game, they would be entered to win a trip to watch Real Madrid face off against Barcelona in El Classico - the biggest game in the Spanish futbol calendar.

DAZN Turkey Locker:
Thanksgiving Activation

For football fans north of the border, American thanksgiving is almost just as big as the Canadian version. So to tell Canadian fans about DAZN’s NFL offering, we created a pop up butcher shop in downtown Toronto during American Thanksgiving. We served free turkeys, awesome NFL gear, and all-you-can-watch Thanksgiving games all day long.

Anytime, Anywhere:
Year-Two Brand Campaign

We kept the momentum going in year two, where we reminded Canadians they don’t have to be tied to the couch to watch the games they love.