Sparkling is a branded content thought to be loved by polo fans, but entertaining to everybody else too.

An insightful mockumentary about a polo horse that ruled the court (engaging for the fans) but also shared Navarro’s Correas spirit of “having a good time” (engaging for people that never even heard about the game).

Planning our content to be polo centered, but most importantly, funny, made a lot of people gain interest in the Palermo Open, the event we sponsored, and also in Sparkling (our product, AND the horse). And all of this was achieved by entertaining.

Navarro Correas, the sparkling wine from Peñaflor Winery, became sponsor of the Palermo Open (the #1 polo championship in the world. Yes, even bigger than the world polo championship).

The key objective was to generate brand awareness.

We needed to connect with the polo audience using the same language as the lovers of the sport. And having a really nice pop up bar right outside the court wasn’t good enough.

The brand needed to be on the spotlight. It needed everyone to know what it was doing at the Palermo Open.

And also, to get people going to the pop up bar to have a good time!

We created a mockumentary telling the story of Sparkling, the unapologetic polo horse.

A horse known for his achievements inside the field, but mostly remembered for his behavior outside the court.

In this film, we went over his beginnings, his relationship with success, and his indomitable tendency to have a good time. But this wasn’t just a film, because at the end, it became an invitation to people to go have a great time, as Sparkling used to, at our stand at the Palermo Open.

In polo, horses are as important as the players, so we decided to turn the fictional story of a polo horse into the brand proposal. We called him Sparkling, just like our product, and “cursed” him with the indomitable tendency to have a good time.

The only way to tell Sparkling’s full story was by doing a mockumentary.

We started by releasing a teaser on our social media. A week later, the first official trailer was uploaded to Youtube, Navarro Correas social media, and also aired on TV, promoting its premiere date, on November 16.

We also send movie ticket-like invitations to influencers, sports broadcasters, and celebrities.

Finally, on 11/16, the short film premiered simultaneously at navarrocorreas.com (live stream) and Navarro Correas stand at the Palermo Open, which was completely rebuilt to make it look like Sparkling’s stable / petit museum

The results exceeded all of the campaign objectives.

During the campaign, Navarro Correas doubled its market share, becoming the leader of the category with its Extra Brut Sparkling wine.

+49M impressions (exceeded the brand goals by 72%!).

Thanks to the live streamed premiere at navarrocorreas.com, we achieved an all-time traffic record at Navarro Correas official website, doubling the category benchmark.

A retention rate of 84% (the brand goal was 68%).

+2.8M people watched 100% of the short film!