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Soccer Religion

basics
Industry: Alcoholic drinks
Media:TV & Cinema
Market:Brazil
Style: Minimalism
descriptioncnen
Describe the brief from the client:
With a very low budget we had to promote the launching of a new beer brand in a country where beer brands are used to invest millions, especially in World Cup years.

Promotion Development:
To promote the new beer we made the Brazilian Government recognize football as religious cult.

Thanks to that, football fanatics are now supported by the religious freedom law and have rights to leave work or even skip the day to watch their team play. The only rule is that they must replace those hours some other day.

We created a website where football fanatics subscribe the team they want to watch along with their boss’ e-mail address. Then an app send an e-mail informing about the rights that the freedom law ensures so the fanatic can watch the game seamlessly.

Results:
Results exceeded expectations and generate significant impact on a small budget, as the campaign spread by word of mouth, featuring on over 7,500 blogs and articles.

Over 3 months the site accumulated almost 3 million unique visitors.

In few months more than four hundred and fifty thousand people used the application to send emails to their bosses, without any traditional advertising support.

This clever engagement campaign delivered beyond expectations. The aim was to break even in the first year, but the goal was already achieved in three months. The first bottling line sold out within 28 days.

Relevancy to Product/Service:
Watch a game together with a cold beer is almost an institution to Brazilians. And companies rely on the combination of these passions to earn.

Most companies spend a lot in order to link their brands to football by sponsorship and traditional advertising campaigns.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
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Post Production:
Other credit:Creative Team: Daniel Pérez Pallares, Federico Russi and Lucas Heck
Planning Director: Sumara Osorio
Web Designer: Vinicius Silverio
Media Director: Davi Monteiro
Managing Partner: Sebastian Hall
awards
Cannes Lions International Festival of Creativity 2014
Bronze Promo & Activation
Alcoholic Drinks
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