South African streaming platform Showmax teamed up with Meta and Genius Sports to promote its FIFA World Cup broadcast coverage to football fans across Facebook and Instagram.
The MultiChoice-owned brand wanted to drive subscriptions and awareness by serving dynamic, contextual video ads that used live sports data to engage regional audiences before, during, and after the matches.
Showmax’s brief:
Using our Genius Creative solution, Showmax automated the creation of video content at scale, using live sports data to dynamically update each creative with match schedules, kick-off countdowns and live scores.
Depending on who was playing, the ads automatically updated to features different teams, flags, match times, and messaging. The creative auto-updated during the games to reflect big in-match moments like goals and the full-time result.
The ads were shown across Facebook and Instagram feeds, stories, reels, and in-stream video, targeted at football fans aged 18 and over in South Africa.
Showmax surpassed its World Cup campaign targets, achieving:
Axel Schiefer , Manager: Paid & Owned Digital Media, Showmax