*For the first time in Panama’s history, the national soccer team, The Red Tide, flew to Russia, representing the country in the 2018 World Cup. Copa Airlines, the team’s sponsor for the last 14 years, recognized this as a unique opportunity to unite the country, while reinforcing their relationship to the public.
“Sube la marea, tú me llevaste a la gloria, contigo hasta la victoria… con mi bandera, cruzo fronteras, porque mi nombre es Panamá." -from “Rise the Tide”*
Promoting Copa’s generous sponsorship of the national Panamanian football team amid the excitement of their first World Cup invitation, required a big, cultural display of patriotism. What better way to show national pride than through a new Panamanian anthem?
In soccer, something that helps create a strong connection between fans and players is music. Using the team’s nickname “The Red Tide” as inspiration, our team came up with the title “Rise the Tide”. We rounded up artists from all over Panama and recorded what grew to be much more than just a song.
The uplifting lyrics quickly became the seed of the “Red Tide” movement, and the first step of a three-phase campaign, which included the official music video on Youtube, plus a variety of content across Facebook, Youtube, Instagram, Twitter, and Spotify. The second step gave Copa fans a chance to win tickets and cheer Panama on at the World Cup, with a halftime performance of the song, a press conference, and exclusive coverage of the team flying from Panama on a Red Tide-themed plane. The last step sustained the excitement through media, pushing content to foreign markets and making “Sube la Marea” global.
By the time the team stepped foot on Russian soil, “Sube la Marea” had:
“Rise the Tide” blew up, exceeding all expectations with social activations reaching more than 17M people -out of 252M in all 6 countries, which is roughly 6.75% of the total population. We gave Panama an anthem, a symbol of national pride and unity under their love for soccer.
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