To promote Vivo’s – Brazil’s largest mobile operator – sponsorship of the Brazilian national team using an unconventional campaign that differentiates the brand from other sponsors.

Thanks to technology, we transformed a simple soccer ball into a gadget capable of spreading Vivo’s sponsorship message in a surprising manner. We invented a high-tech ball that plays notes from the national anthem on a computer, every time it is kicked. With this “asset” we developed an unconventional campaign that gained form in several different channels, such as: promotional activations at Vivo stores and various public venues – bringing thousands of consumers into direct contact with the ball; the brand’s digital properties – worked as the action’s hub, offering a launch video and other materials created at each activation; Special Events and Stunt/Live Advertising – activating the ball at events such as the Campus Party, the largest digital innovation event in the country, in addition to official games in other sports also sponsored by Vivo and practice sessions of the Brazilian national soccer team.

Foot by foot the ball generated interaction between the audience and the brand, word of mouth, and social media conversations. But above all, Vivo became the top-of-mind sponsor among the 12 brands that support the Brazilian national team.