The success of this action was centered on using the consumers as the central characters of the message, using a technique never used before to obtain this result. The real fans in the stadium were filmed by the cameras transmitting the game and at the precise moment related to the product in a credible and natural way.

We took advantage of the most viewed sporting event of the year (80% audience) with a real time, live activity and payed lower CPM than using regular spots. Product sales increased by 20% compared to the same period in the previous year and brand awareness raised by 30%.