LiveScore‘s latest advertisement campaign featuring their global brand ambassador Cristiano Ronaldo and titled ‘More Than A Score’ made its debut on Friday. The campaign to date is the company’s biggest scale campaign – a multi-million dollar initiative.
The first advertisement released just before the Premier League is a 60-second TVC, which captures what that moment means to millions of fans around the globe when their team scores. The advertisement sends the message that when your team scores, it is more than just a number popping up and the scoreboard changing. The emotions felt by the fans, whatever walk of life they come from, that joy and ecstatics are the same throughout.
Directed by Chris Hewitt of the British advertising company Knucklehead, the advert transports the audience straight into the middle of the action, exploring the emotions and what goes through the fans as their hero Cristiano Ronaldo puts the ball in the back of the net.
The advertisement will be broadcasted regularly during the upcoming Premier League season on Sky Sports and BT Sports. Speaking on the launch of the campaign, LiveScore’s marketing director Ric Leask said, “We are hugely excited to unveil More Than A Score, our biggest-ever brand campaign and debut TV commercial. We can think of no better way to do this than with a starring role for Cristiano, our official global brand ambassador and the greatest player of all time. As football fans we know 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.”
The campaign is a creative effort from Wonderhood Studios and Bicycle, which also provide sports PR services. 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 of 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.”
Ronaldo, who joined LiveScore in May 2021 as their official global ambassador, launched the campaign on his social media channels which immediately helped the campaign reach out to more than half a billion people.
LiveScore is the one-stop destination for real time sports scores. From covering all domestic and international tournaments, the agency is every sports fan’s, who is on the go, dream. The app can be found on both the Play Store and App Store to help fans stay updated with their teams’ latest scores.