Alpargatas: THE MOST DISPUTED TROPHY OF SOCCER CHAMPIONSHIP FINAL

Credits & Description:

Category: Best Use of Sponsorship

Advertiser: ALPARGATAS

Product/Service: SPORTS MATERIAL

Agency: TALENT

Date of First Appearance: May 1 2010

Entrant Company: TALENT, São Paulo, BRAZIL

General Media Director: Paulo Stephan (Talent)

Media Director: Mauricio Almeida (Talent)

Media placement: Internet Campaign - Portal Lance - 26 April 2010

Media placement: Radio Campaign - Radio Bandeirantes AM - 26 April 2010

Media placement: Newspaper Campaign - Jornal Lance - 26 April 2010



Insights, Strategy & the Idea

Publicize the Topper ball made solely for the final match of the Paulista Soccer Championship and activate the sponsor of Paulista Soccer federation.

Football in Brazil is a huge fever and one of the key audiences for those medias that transmit the games, especially the finals of main championship.

We took advantage of this opportunity to spread out the existence of the Topper’s new ball with low investment and in a remarkable way.



Creative Execution

In order to emphasize the importance of the ball during the big game, we elaborated an unprecedented move that drew the attention of fans, spectators, and the media: before the game began an armored car entered the field and 4 armed security guards removed the ball from inside the car – which was inside an acrylic box protection, supported by a red velvet pillow – and handed the “trophy” to the referee to start the game.



Results and Effectiveness

RESULTS: A massive spontaneous media return in the main sports programs in Open and Pay TV, coverage on the sports sites in the internet, and one of the main issues in social networks during the following days of the action.