Creative Commerce > Channels

THE PASSION CALCULATOR

WUNDERMAN THOMPSON, Dubai / FC HOME & DÉCOR / 2023

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Overview

Credits

Overview

Background

World Cup is an event that drives all brands to want to communicate & play a role in it somehow.

For FC Hogar, Argentina’s main furniture and appliances retailer, it wasn't different - but we didn't want to just launch a generic campaign.

With the objective of promoting FC Hogar online delivery to the GCC - we addressed a common behaviour from Argentines during the World Cup - while showing we not only understand their passion but could also help them during such moments, connecting a loved local brand to argentines living in the GCC to show them we were there.

Describe the creative idea

FC Hogar, Argentina’s main furniture and appliances retailer and with global delivery, created the Passion Calculator. IT PREDICTED THE ODDS OF HOW EVENTS IN A WORLD CUP MATCH COULD SPARK REACTIONS THAT DAMAGE HOMEWARE– AND GAVE PROPORTIONAL DISCOUNTS.

This algorithm calculated how intensely fans would react to happenings in an Argentina game and determined a discount for each of these moments.

Describe the strategy

Argentinian football fans are admired worldwide for their passion in supporting their clubs or the national team. And the World Cup is the apex of that feeling, a passion with no borders.

But sometimes, they can go a bit overboard—& when that happens, their furniture and appliances end up paying the price. Be it in their home country or living abroad.

With the objective of promoting the launch of FC Hogar online delivery to the GCC - we addressed a common behaviour from Argentines during the World Cup - while showing we not only understand their passion but could also help them during this time of year.

Describe the execution

The algorithm was created based on two years of social media data. From over 5 million tweets, 32 key moments were identified and graded on passion levels.

The algorithm went live during every Argentina match in the World Cup, tracking real-time stats and social media reactions. The discounts were published in real-time on social media and online banners targeting Argentines living in the Middle East or attending the World Cup in Qatar.

To create the algorithm, over 5MM tweets from two years were monitored, all relating to 30+ things that can happen during a football match – anything from scoring a winning goal at the last minute to having a goal disallowed by VAR.

The Passion Calculator was launched just before the World Cup started and is live throughout the tournament, working whenever Argentina is playing and promoted using a hero film during those specific matches.

List the results

5MM tweets analyzed before the World Cup

358 discounts activated during the tournament

+103% international website access

+67% website access via social media

159 items sold during the matches - An average of 20+ purchases per match during one of the most important moments for every Argentine fan.

Purchases from 4 countries in the region

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