Fox Sports World (FSWo) has launched a targeted ad
campaign around the World Cup in an effort to increase
carriage. FSWo, currently seen in approximately 10 million
homes, is running two 30-second spots touting itself as the
permanent home of int'l soccer. The ads provide an 800-
number for interested subscribers, and using zip codes,
callers are hot-linked through to their local cable
operator. The spots, created by Wong Doody, Seattle, are
running on ESPN, ESPN2 and ABC's World Cup action as buys
were made on non-O&O ABC affils and through operators.
Spots can also be seen on Fox Sports Net and FX (THE DAILY).
HAVE A HEART: Both spots show a parallel between human
physiology and soccer. One shows soccer balls running
through a circulatory system with the background sound of a
heartbeat, and the words, "What flows through your veins?
English Premier League ... Italian League ... German League
... Argentine League." The next image shows a soccer ball
beating like a heart. A voiceover with the text on-screen:
"The best soccer network on earth. Season starts August 15.
Fox Sports World. 1-800-FOX-WORLD." The second ad features
a fetus, shown via sonogram, kicking a soccer ball in the
womb, with the tag, "Were you born a fan?" (THE DAILY). In
L.A., Denise Gellene called the spots "edgy," and noted, "No
doubt the ads are successful in achieving one purpose:
breaking through the clutter of soccer-themed commercials
airing during the World Cup" (L.A. TIMES, 6/18).
OLE, OLE, OLE, OLE: Fox/Liberty Networks Senior VP/
Marketing Peter Liguori told THE DAILY the ads are aimed "to
take advantage of the increased awareness of soccer
throughout the World Cup." Liguori: "The world press is
creating such a wave in interest in soccer right now. We
wanted to ride the crest of that wave and let fans know that
from 1998 through 2002 -- the next World Cup -- that the
place to see soccer is at Fox Sports World." Liguori noted
that the specialized spots are not geared to convert non-
fans, "But if you know why these leagues are so important,
you will understand that this is the place to watch soccer.
We are not trying to grow the sport, we are trying to
showcase our inventory" (THE DAILY).
DIAL M FOR MILAN AC: In its first week, Liguori said
the 800-service registered over 1,000 calls a day. A print
component with the number runs simultaneously. Liguori:
"Cable operators want to know if there is a level of
interest in our service. We are showing them there is an
audience, a passionate audience" (THE DAILY).
