Noblex is a local TV manufacturer in Argentina competing against the Asian giants like Sony, Samsung and LG, with a long history of crazy marketing moves. The Noblex CEO is a national twitter sensation after his successful 2017 promo. He published a Marketing Best Seller based on how to leverage on consumer’s passion to make a challenger Brand become #1. On world cup Year 2023 the brand had to be part of the conversation.

If we wanted to get people talking and the brand present on consumers minds on world cup year then a traditional ad wouldn’t do it. How could we raise the bar after being the most talked about promo in argentinean Marketing? Could we turn our story into something that people could experience and actually pay to watch? Something like a national blockbuster? Yes we could. And we did. 105 minutes of advertising that people paid to watch.

The audience was football fans of all ages, which in Argentina literally translates into any person alive that was born in the country. But we had no experience in the cinema industry. So we partnered with Paramount+ and Paramount studios to bring the story to life and use their streaming services as well as theaters.

The film was produced in Partnership with Paramount+ in only 10 months and launched just in time for the world cup. With an internationally awarded casting and high production value, it tells the story of the Noblex CEO in the key of comedy, self-deprecating the brand and revisiting every moment of the crisis around the promo that took place 4 years earlier.

It’s 105 minutes long and was shot in Argentina, Uruguay and Brazil.

It opened in 25 theaters nationwide for 3 weeks.

Then moved exclusively to Paramount +

The film opened with sold out cinemas around argentina for the 3 weeks that could be screened for contractual reasons.

Then it moved to Paramount + streaming platform where it was the most viewed content Globally for 37 days in a row.

It was the first streamed content by new users in oct/nov meaning that the film was dragging subscriptions.

Subscriptions raised +6 on launch week.

It generated $42 million Pesos in earned media.

We cannot share the production investment for confidentiality reasons but the ROI was 6 to 1.

Brand Love metrics +27%

Recovered 1st position of market share.

Met annual e-commerce sales target in Q3.