Football is pure entertainment but the “All In Promo” made it even more enjoyable. It offered those who bought their Noblex 4K TVs a full refund in case Argentina did not qualify for the World Cup. With an unprecedented approach to sponsorships in a country that breathes football, people went crazy. The online TV stock sold out in hours -billing S11M- but the conversation lasted 4 weeks in which the Noblex CEO went from being the laugh of the nation to an absolute God.

Noblex launched the “all in promo” from its Twitter account, previous to the last three classification matches. The brand’s B2C channel is in it’s early stages so it was a way of testing consumer’s intention to buy. The online stock of 3000 TV sold out immediately. The pathetic performance of the national team caused a public outcry and forced the brand to extend the promotion for the final decisive. An extra round of 2000 sets sold out online in 6 hours. The Noblex CEO became the laugh of the nation on Twitter. People were creating hundreds of Memes about someone they didn’t even know. So we decided to bring him to life through a personal account (@gerentedenoblex) on twitter to join the conversation in real time interacting during the final match.

In the end, Argentina won that match 3 to 1, ensuring the classification and the success of the promotion.

COMMS RESULTS:

With 2 paid tweets:

- Impressions: 406MM.

- Sponsor with most interactions in 2017 (over other sponsors like Inbev and Coca-Cola)

-Total organic reach 57,000,000

-Earned Media: $13,017,126

-Most mentioned brand on twitter in Argentina, 2017.

The campaign was targeted to football fans considering to renew their TVs before the World Cup. Those who thought the team was going to make it and those who thought the oposite too. While most brands panicked, (national and global, sponsors and non-sponsors) Noblex saw a unique opportunity to spark conversation for themselves.

Official Sponsors like Coca-Cola and Inbev went into complete communication silence being Noblex the only supporter to stand up for the national team with the bold proposition of tying their bussiness to their sport result. With Argentina classified to the world cup, the enormous risk of the bet became an immense capital for the brand.

2018 is the year of the football World Cup. Historically the most watched event in Argentina, a country that breathes football. No need to say it’s high season for electronics retail.

Noblex is an Argentine TV manufacturer competing with Samsung, Sony and LG; offering a product that’s similar in quality and in price. But when it comes to technology consumers prefer asian brands.

To make things even more complex, 3 matches before the end of the South American qualifiers to the World Cup, the Argentine National Team was left with zero margin for error and little chances to qualify.