Philips, a market leader on TV’s and Flat TV’s in particular, decided to be present in the Preliminaries of the Germany 2006 Soccer World Cup, as part of its sponsorship activation strategy of the World Cup FIFA 2006.The product placement strategy generated a great impact.Besides communicating the idea that living the World Cup in a Philips TV is like being in the stadium, the result was stunning.In spite of the great amount of sponsors of the World Cup, 98.5 % of the audience remembered Philips spontaneously after every match.

In spite of the great amount of sponsors of the World Cup, 98.5 % of the audience remembered Philips spontaneously after every match.

Developed an innovative strategy under the concept "Live the World Cup as if you were right there in the stadium". We created more than 20 placements that would match exactly real parts of the game: foul, goal, red card, yellow one, etc. The characters, two young guys, acted each of these situations that were going to happen during the matches in order for the viewers at home to believe that this was happening live.

Given the great amount of advertisers that would be present in the Preliminaries, we had to find an idea that would clearly emphasize the brand and would generate to highly remember the Philips brand.It is necessary to say that soccer in Argentina is the main sport and a great passion for which a great amount of brands and products use it as a way to communicate with its public.