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THE CHAMPIONS GUARD
/HBO MAX+UEFA CHAMPIONS LEAGUE
The UEFA Champions League Final is a sacred date for football fans. Unfortunately, in Brazil, it is played on a Saturday afternoon, when fans are forced to choose between the biggest match of the season and weddings, birthdays, family lunches and other unavoidable plans. So, instead of simply reminding people to watch the Final, HBO Max hired Yassine Cheuko, Messi’s bodyguard, and turned him into the Champions Fan Security Guard.
To help fans protect their schedules for May 30th, our bodyguard joined forces with football influencers. The result:
+200 posts
+207MM views
+50MM Engagements
From Budapest, our bodyguard and a generated buzz with exclusive content, helping fans gear up for the biggest match of the season.
We even made our way into the live broadcast and turned the campaign into one of the world's most talked-about topics on match day. And the results went even further:
+1.9M in earned media | +1.9B press reach | The biggest Champions League Final Audience
And if you were planning to cancel your subscription after the Final, our bodyguard had a message for you in an anti-churn campaign that helped HBO Max achieve its lowest post-Champions Final cancellation rate ever.
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