A regional campaign that turned World Cup fever into DIRECTV's biggest subscription record — and made rival networks buy the rights.
Every four years, World Cup fever turns into collective madness across Latin America. DIRECTV wanted to own that feeling first.
LOCOS rolled out in six countries with "Todos Locos" by Los Caligaris as its anthem, making DSPORTS the only place to live it. It worked: three rival networks bought DIRECTV's rights, and subscriptions hit a historic record.