The 70th Congress of the Conmebol (South American Football Confederation) for the election of the cup host for 2020, was announced without previous warning. Aguila beer, as the sponsor of Colombia’s national team, decided to create an idea with the unique purpose of influencing the decision for Colombia to become the new host for the cup.

We created an international campaign just to impact the 10 presidents of the football federations of the 10 countries of South America. With this campaign, we show Colombia as the country where the whole continent will feel at home; infiltrating the Conmebol agenda prior to making the decision of the host election at the 70th Ordinary Congress.

This action was aimed at all Colombians in order to appeal to the national feeling and to people who had an interest in football. The response to the action generated a total of 2,480 mentions and a reach of 4,637,822 users on Twitter.

Strategically, profiles related to the theme and high engagement were chosen, which started the conversation and generated a high level of participation from their communities. Likewise, through high-impact graphic content, it was possible to attract the attention of thousands of users and generate an organic participation in such a way to reach the number two position of the national trending topic.

We created a graphic campaign that was placed in all of the places where the 10 presidents of the federations would be, OOH, press, billboard men, flyers. The idea generated news in more than 10 countries and managed to positively influence the final decision of the Copa América of the 2020 host election.

More than 103.817.110 million organic impressions in just 24 hours

1 million dollars in Earned Media

We generated positive news in the 10 countries of Latin America