Our mission was to convince an entire subculture of die-hard fans and online pranksters to buy the Pro version.

Our idea centered around their main "ritual", which is to exchange provocations and slurs in the form of GIFs.

This happens during the soccer matches at their online groups on their mobile devices.

So we gave them unique tools to make fun of their league competitors and friends. And by tools we mean GIFs.

But these are not ordinary GIFs. These are state-of-the-art, tailor-made, HANDCRAFTED GIFS.

The goal was to enhance our target status among their peers through exclusive content gained only by signing the Pro version and at the same time disseminate our brand values through their mobile devices.

Taking advantage of the great audience of the regional soccer championships finals, we aired TV films on national media to announce Cartola Pro and its Handcrafted GIFs. It was a strategic date, because the Brazilian national championship begins 2 weeks later.

Simultaneously we started our online campaign with posts on social media and banners on sports websites.

Players who signed up Cartola Pro received an online package with the Handcrafted GIFs. Naturally, nobody waited for the championship to begin. They immediately started using them to prank their non-Cartola Pro friends, promoting more Pro version sales.

On the first 10 days, Cartola Pro already had 84.275 new members, 49% more than the previous year.

More than 840.000 Handcrafted Gifs were delivered to players and 1.401.985 teams were lined up.

Not only did the Gifs get into the Cartola players daily life, but they also began to be shared by people who were not connected to the game at all.

In addition, Cartoleiros began to make their own GIFs, TV sports presenters made them as well.

And those are just the results of the first 10 days, after all, the national soccer championship hasn't begun yet at the time of this entry.

Cartola players, a.k.a. Cartoleiros, are a subculture (and sometimes they seem to be a cult as well) with very strong socialization via mobile devices. They are united by their love for soccer, strategy and for provoking each other during the soccer matches as their teams go up or down the fantasy game leagues.

We created a digital tool to enhance their prankster status among their friends and league rivals, to be used through mobile devices before, during and after the soccer matches.

Cartoleiros are all about league status and pranking, which is exactly what the Handcrafted GIFs enhances for those who signed the Pro version.

Every year, "Brasileirão", the national soccer championship begins, and along with it, so does Cartola FC, Brazil’s biggest online fantasy soccer game.

Its millions of fanatics (and somewhat insane) players, called "cartoleiros", rush to create their teams at the free version of the site.

But we wanted them signing the premium, paid version, Cartola Pro.