Argentina participates in one of the main worldwide rugby events, The Rugby Championship. Argentina’s national rugby team, Los Pumas, is well known for their commitment, strength, bravery and spirit of sacrifice.

Renault Duster is main sponsor. Los Pumas’ attributes and the rugby audience matched perfectly with the brand’s attributes and its target audience.

When developing communication for the sponsorship, we faced the challenge of delivering something beyond the typical copy line: 'Renault, official sponsor of Los Pumas'. We came to the concept 'Un Puma Más': i.e. 'a Puma' or 'one of the Pumas'. Duster is much more than a sponsor, it’s a Puma itself. That’s why it has to be on the field, with the players, during the games.

We were asked to develop a super-impression to be placed a couple of times at the bottom of the screen during the games broadcasting.

Aligned with the concept, the SI became a screen intervention + a live activation: a radio controlled 70cm Renault Duster delivered the tee each time Los Pumas kicked to the goal. It was branded and carried a camera which the broadcaster switched on when the Duster entered the field, thus having live images of the tee delivery during the game.

The SI would had been seen only by the 800,000 local viewers.

But, the Renault Duster Tee Carrier was seen by: 800,000 local viewers + 150,000 attendants to the games + 12,000,000 viewers all over the world.

It was presented by press all around the world.

Renault Argentina launched the specially equipped Renault Duster Los Pumas.

Renault Duster is a local commercial success: Top 3 market share, sales increased 44% during 2013.

Renault Argentina increased sales by 17% during 2013.

For a 36,000 US Dollars investment in Argentina, we achieved a 2,400,000 US Dollars earn media globally.

It was the execution of the concept. The product interacts with the players, on the field. The brand is one of the main characters of the event (not only a poster). Attributes of Los Pumas and the Duster worked together on the field. It was the sponsorship idea with more comments of the Championship: Renault stood out from the rest of the sponsors.