To show the population of the entire region that Walmart has low prices on many items, including on daily items, we used numbers Brazilians love to look at: the numbers on soccer players’ jerseys. We established an unprecedented partnership with Fluminense de Feira FC, one of the most popular teams in the region, and displayed Walmart’s offers on players’ jerseys, transforming player numbers into prices. We showed a different offer on each athlete’s jersey. Each week, the offers changed to reflect current offers in Walmart stores.

Walmart’s offers showed up on the field on Fluminense de Feira jerseys during the finals of the Championship. Walmart sent us the offers available each week in their stores and we printed these offers on players’ jerseys. Ex: a team’s goalkeeper usually plays wearing number 1, but during our campaign, the goalkeeper wore jersey number $1.58, which was an offer for Spaguetti Vitarella. The next week, after the offer was changed, he played wearing another number of a different product offer. This was done with each player, who played in each game wearing a different offer.

The team’s great performance helped increase the brand’s exposure even more. With televised games playing on prime time, we were able to show Walmart’s offers not only for those who were at at the stadium watching the games live, but also for everyone else who followed the games on television or radio.

This action generated an increase in customer flow at the brand’s stores in the region, and some of the products shown experienced increases in sales of more than 40% in the days following the games. All in a year in which the Brazilian economy was in a deep recession and retail sales as a whole fell by 7%. This idea turned into a new communication platform for Walmart. The company has already closed contracts with new teams, such as Caxias do Sul FC and Sport Clube Campina Grande, to repeat this action in other regions that are important to the brand. The idea also helped Walmart build its relationship with those living in the region, as it supported a local team that, despite being popular and well-loved, is lacking in resources and visibility.

We gave life to Walmart’s classic weekly flyer, putting it on a soccer team’s jerseys. Instead of traditional player numbers on their jerseys, each player played with the price of a specific product displayed on his back. This generated engagement not only with the team’s fanbase, but also with the entire local population. It also generated customer flow and sales increases for Walmart’s stores in the region.

An activation idea for the world’s largest retailer using Brazil’s favorite sport. A action that went far beyond the stadium and also generated interaction on television and radio.

To increase the flow of consumers in Walmart stores in the country’s northeastern region, we used Brazil’s greatest passion to speak to the whole region: soccer. We chose one of the most popular teams in Bahia for this action. Fluminense de Feira is a team in need of investment. This was fundamental to being able to display our offers to all fans with a small investment but high exposure. The team played in the semifinals of the championship and the action reached the region’s entire population, reaching both Fluminense fans and fans of rival teams. This celebrated Walmart’s internationally known strategy of saving on everything, which makes it possible to pass on the lowest prices to consumers at the checkout. As such, in addition to advertising Walmart’s low prices, we showed our support for one of the most beloved teams in the region during the final phase of the championship.

The supermarket retail segment in Brazil is extremely competitive and regional. The dispute among supermarkets is directly proportional to the investment in the region. It’s a war in which those who invest the most, appear the most. After the economic crisis affected the entire country, Walmart needed to reclaim its position in a critically important region: the Brazilian northeast. The country’s economic situation also affected the brand’s investment. As such, we needed a low-cost action that was capable of impacting the population of an entire region, whereby increasing customer flow in the brand’s stores and showing one of Walmart’s global pillars: everyday low price.