In Mexico, soccer is undoubtedly the most popular sport. Mexico is rich in culture and languages. Spanish may be the most common and national language but there are 68 indigenous languages spoken across the country.
"In Mexico, soccer is undoubtedly the most popular sport. Mexico is rich in culture and languages. Spanish may be the most common and national language but there are 68 indigenous languages spoken across the country".
Corona is a thoroughly Mexican brand – it has been 100% brewed in the Mexico for nearly 100 years, and is the country’s most valuable brand worldwide.
In Mexico, soccer is undoubtedly the most popular sport. Mexico is rich in culture and languages. Spanish may be the most common and national language but there are 68 indigenous languages spoken across the country.
Unfortunately this means because radio broadcasts of games are conducted entirely in Spanish, there are more than 866,000 indigenous non-Spanish speakers miss out on the action. Many of them live in remote regions where TV and WIFI is poor, and radio is the only way they can keep up with the national team.
Corona, the sponsors of Mexico’s national soccer team in partnership with We Believers launched the Native Sportscasters campaign. The purpose of the campaigns was to give indigenous Mexicans access to the sport they love
As part of the initiative, Corona sent out a call to local radio stations across the country inviting people to commentate on the match in their native language.
Out of around 850 who auditioned, six people were chosen to be sportscasters for the day. The winners were flown out to the Azteca stadium in Mexico City to cover Mexico’s World Cup qualifying matches against United States and El Salvador in March 2022. Aided by professional football commentators, the games were broadcast in six indigenous languages, including Náhuatl, Maya and Mixteco, across 75 local radio station.
According to We Believers, 15 million listeners tuned in to the match and sales increased by 21% during the game. The campaign received 97% positive sentiment on social media.
For more information on OOH and DOOH advertising, and how we can help with your next campaign, contact us today at 210-610-5012 or email customerservice@bmoutdoor.com Create a website that's free with GoDaddy!
Share This: