On April 15, 2018, Sport Club Corinthians made its debut in the biggest

football competition in Latin America.

OMO Sports joined the team on the field in a completely unexpected way:

a brand sponsorship that was revealed on the jersey of the players

through their sweat.

In other words, a new product that removes sweat odor from clothes used

every drop of the athletes’ sweat to make an impression, and become

visible on the Corinthians jersey, revealing its arrival to the public. At the

stadium, on TV and social networks.

After all, if there is sweat, there has to be OMO Sports.

The execution of the idea had some steps: negotiation for the

sponsorship space on the jersey of a big football team, tests with

hydrochromic ink, and an amplifying action plan in the press and on

social media.

For 2 months, we tested the application of the ink on the OMO Sports

logo.

Then, we went to the field and ran some tests during Corinthians

practices. The local press reported the breaking news of the surprise

sponsorship, providing the action with lots of spontaneous media days

before the official game. After all, nobody knew the true identity of the

club’s new sponsor.

For the information not to leak, we developed a “game plan” that was put

into action during the match: we sent a release to the press, activated 10

macro-influencers’ profiles, aired an amplifying campaign, and replied to

comments on social networks.

Total of 115 million impacts.

More than US$ 15 million in earned media.

Total of 28,000 related searches on Google.

Approximately 18 million views on live TV.

Over 30,000 people watched live at the stadium.

Almost 2,500 tweets during the game.

80% of the spontaneous mentions were positive.

We believe that The Sweat Sponsorship case is appropriate for several reasons.

First, the action made the headlines before it even happened: journalists

that were following the Corinthians practice reported the breaking news of

the surprise sponsorship on the jersey.

Second, we used an event of the masses for the activation: the premiere

of the biggest football championship in Latin America.

Last, but not least, we chose a team with almost 40 million fans to be our

partner on and outside the field.

According to IBOPE, the most important research institute in Brazil,

football is a national passion: 82% of men and 72% of women picked the

sport when asked “What things are Brazilians most passionate about?”.

In the marketing territory, brands love football. Because of the high

number of stadium-goers and viewers on broadcast television and cable,

there are millions of people being impacted per game.

So, we chose the premiere of the biggest football championship in Latin

America for our action.

Much more than that: we invited the current football champion to be part

of it. Besides being one of the biggest clubs of Brazil, Corinthians has the

support of almost 40 million fans.

And on game day, we created an amplifying strategy with social

influencers.

But first, we had an innovative idea!

OMO is the biggest laundry detergent brand in the world. In Brazil, for the

last 60 years, it has been a pioneer in washing and removing stains from

clothes. And the reason for that is quite simple: the brand has never

stopped evolving.

Recently, OMO launched OMO Sports, a product with an exclusive

formula that removes even sweat odor from clothes.

Made specifically for athletes, our main challenge was to connect OMO

Sports to this territory not yet explored by the category.

In order to do so, the brand needed an impactful and innovative marketing

communication entirely associated with the sports universe. Our goal was

to reach the engagement and awareness results necessary to launch and

position a new product.