Discover - CATCH THE REFEREE: How the least loved character became the 'Man of the match'

Players challenge them, coaches question them, and fans, well... they like to write not-so-friendly chants for them. For a soccer referee, it’s almost impossible to be the most beloved figure on the field because their decisions always harm someone.

Discover is one of the biggest sponsors of professional soccer in Ecuador and is also the credit card of GenZers, thanks to its clear differentiator in the local market: cashback. As such, the brand saw the opportunity to jump in and help these unpopular characters.

For one of the biggest matches of the season, between Liga de Quito and Universidad Católica, the brand redesigned the referees' uniform (1 match official and 2 assistants) by placing a giant QR code on their shirts.

Fans were challenged to catch it with their mobile phones during the game, either from the stands or in front of the screen during the live broadcast. Those who were fast enough to catch the code received a reward that only a card like Discover could give them: extra cashback for their next purchase.

"Discover is the brand that is always in search of different and entertaining experiences, finding the D-Side of things", said Fernanda Vasconez, professional soccer player and spokesperson for the campaign.

The brand created a game within the game that, for 90 minutes, engaged with more than 1.5 million fans throughout the country and achieved a +36% increase in transactions, a +40% increase in card applications… and most importantly, it generated 0 negative mentions for the referee.

"New audiences love soccer, but they also love spending time on their cell phones and receiving prizes. We put all those elements together in a single experience that kept fans connected throughout the game", said Rodrigo Uribe, General Creative Director of MullenLowe Delta.