IN BRAZIL, THE SPORTS CHANNELS COMPETITION IS TOUGH.

THERE ARE 5 CHANNELS FIGHTING FOR AUDIENCE.

EVERY SPORT FAN COUNTS.

BUT COMPETITION FOR AIRTIME AT 2AM IS NOT EXACTLY FIERCE.

SO, BY BRANDING A PRETTY STANDARD FOOTBALL RE-RUN, WE ARE DRAWING ATTENTION TO ITS SERVICE AT A TIME WHERE MOST BROADCASTERS WOULDN'T BE ADVERTISING.

IS A OPPORTUNITY TO TALK WITH OUR AUDIENCE IN A COMPLETELY NEW WAY, USING BRANDED CONTENT TO GO STRAIGHT TO OUR TARGET.

THE LULLABY MACH, POINTS AND PLAN:

- WE STUDY THE BEST TIME TO AIR THE MATCH AND WE CHOOSE 2AM - 4AM, BECAUSE OUR RATINGS IS AROUND ZERO.

- THE MATCH WAS AIRED EVERYDAY FOR A MONTH.

- WE DESIGN A ENTIRE NEW SOCCER GRAPHIC PACKAGE WITH A CHILD THEME.

- BEYOND THE LULLABIES, WE DESIGN AND CHANGED ALL SOUNDS THAT HAPPEN IN A MATCH BY TOY SOUNDS. FOR EXAMPLE, THE SOUND OF A REFEREE WHISTLE BECAME A FRIENDLY SOUND OF A BABY TOY.

- ALL COMMERCIAL BREAKS ARE AIRED WITH A LULLABY SOUNDTRACK AS WELL. THIS WAY, THE BABIES WON’T WAKE UP DURING HALFTIME.

- WE ONLY USE PR AND ONE ORGANIC POST IN OUR FACEBOOK FAN PAGE TO ADVERTISE THE PROJECT.

LIKE SAID THE "FAST COMPANY" MAGAZINE:

"TAKE SOME NORMALLY WASTED AIRTIME AND TURN IT INTO GOLD."

WE HAD A LOT OF GREAT RESULTS.

- THE RATINGS WERE FROM 0 TO 0.07. WE ARE TALKING ABOUT A TIME BETWEEN 2A.M TO 4A.M. THE BEST RATING EVER AT DAWN.

- 153.280 PEOPLE WATCHED THE MATCHES IN THE FIRST WEEK.

- THE VIDEO EXPLAINING THE CAMPAIGN WAS THE MOST SHARED VIDEO EVER ON THE FOX SPORTS FAN PAGE.

- 3.000.000 PEOPLE WERE REACHED IN FACEBOOK WITH JUST ONLY ONE ORGANIC POST.

- THE IDEA WAS FEATURED IN MORE THAN 100 SITES AND BLOGS AROUND THE WORLD.

- WE STAR A CONVERSATION WITH ADVERTISERS OUTSIDE THE SPORTS SEGMENT.

- ON TOP OF THAT, FOX SPORTS TURNED A WASTED AIR-TIME IN BRAND VALUE AND GAVE A FEW THOUSAND WOMEN A FULL NIGHT OF SLEEP.