• Situation

Habib’s, Brazil’s biggest arabian fast-food chain, wasn’t sponsoring the World Cup, which could be terrible for business, considering the amount of people that order fast food to eat during the matches.

• Brief

We had to find a spot for Habib’s at the World Cup, while other brands (particularly, McD) spent a fortune to be official sponsors of the event. We should take advantage of the fact that the World Cup would be in an arabian country and give people a chance of having a taste of the Middle East, even without being in Qatar.

• Objectives

Make Habib’s become the numer one fast-food choice for people that would stay at home to watch the World Cup.

Rodinei, a player that never had a chance to be called up for the national team, posted a video right after the call-up event, saying he was OK with not going to the World Cup, because he would stay at home and order Habib’s. That started the conversation and made him become the most talked-about player at the event. After that, we made memes (and other people made them too) and created themed combos for countries that, just like Rodinei, didn’t get to go to the World Cup in Qatar.

• Target audience (consumer demographic / individuals / organisations)

People that would watch the World Cup at home, as they usually order some food for gathering friends and families for the matches.

• Approach

As an Arabian Fast Food chain, we promised to take a taste of the Middle East to anyone who didn’t get to go to Qatar.

• Implementation

It began with a simple video, posted by Rodinei right after the call up event, where he said he was OK with not going to Qatar, because he would stay home and order Habib’s.

• Timeline

After the first video, Rodinei became an instant hit. But we kept the conversation going by posting memes with him and launching a themed combo for the countries that, just like Rodinei and Habib’s, didn’t get to go to the World Cup.

• Placement

We used mostly instagram. But users took the campaign to other platorms by posting their own memes with Rodinei and commenting about the campaign.

• Scale

The campaign took over social media and the news as well, with every single soccer commentator mentioning Rodinei as a possibility for being at the team.

• Business impact – sales, donations, site traffic

20% increase in sales (10 million more products sold in a month)

• Response rate

2505 more engagement than the previous year

• Impressions

50 million impressions

• Change in behaviour

Rodinei became the most talked-about player right after the call up

• Consumer awareness

People spontaneously made memes based on our campaign idea

• Brand perception

Habib’s was noticed even with McDonald’s spending hundreds of millions dollars more during the World Cup.