In 2017, prior to the World Cup in Russia, Argentina was on the verge of not qualifying. Noblex, a national television brand, launched a promo that revolutionized the country: if Argentina did not make it to Russia, buyers would get a total refund. The national team qualified in the last match and the company almost went bankrupt. 4 years later, the brand turned that story into a blockbuster film in partnership with Paramount+. A brand experience that lived in all Argentine cinemas and on the same Noblex televisions that people had bought 4 years before.

Noblex is a local TV manufacturer in Argentina competing against the Asian giants like Sony, Samsung and LG, with a long history of crazy marketing moves. The Noblex CEO is a national twitter sensation after his successful 2017 promo. He published a Marketing Best Seller based on how to leverage on consumer’s passion to make a challenger Brand become #1. On world cup Year 2023 the brand had to be part of the conversation.

If we wanted to get people talking and the brand present on consumers minds on world cup year then a traditional ad wouldn’t make it. How could we raise the bar after being the most talked about promo in argentina? Could we turn our story into something that people could experience and actually pay to watch? Something like a national blockbuster? Yes we could.

Data showed a raising interest on streaming platforms around everything related to sports and specifically football since the beginning of the year. We had 11 months till kick off which seemed crazy for a movie to be produced, but it was worth the shot.

The audience was football fans of all ages, which in Argentina literally translates into any person alive that was born in the country. But we had no experience in the cinema industry. So we partnered with Paramount+ and Paramount studios to bring the story to life and use their streaming services as well as theaters.

The film was produced in 10 months and launched just in time for the world cup. With an internationally awarded casting and high production value, it tells the story of the Noblex CEO in the key of comedy, self-deprecating the brand and revisiting every moment of the crisis around the promo that took place 4 years earlier.

It’s 105 minutes long and was shot in Argentina, Uruguay and Brazil.

It opened in 25 theaters nationwide for 3 weeks.

Then moved exclusively to Paramount +.

The film opened with sold out cinemas around argentina for the 3 weeks that could be screened for contractual reasons.

Then nit moved to Paramount + streaming platform where it was the most viewed content Globally for 37 days in a row.

It was the first streamed content by new users in oct/nov meaning that the film was dragging subscriptions.

Subscriptions raised +6 on launch week.

It generated $42 million Pesos in earned media.

In Argentina everyone knows the Brand Noblex. It’s part of the meme culture, the CEO is a twitter star, and it is famous for its crazy marketing moves. Paramount+ on the other hand just launched and it’s not a brand with the same traction so it leveraged on Noblex to get subscribers. The Streaming market is dominated by Netflix.