Puma: FOGOMETER - THE JERSEY OF DIEHARD FANS

Credits & Description:

Advertiser: PUMA
Agency: MIX BRAND EXPERIENCE
Category: Interactive
Creative Director: Adriana Salles (Mix Brand Experience)
Ceo: Celio Ashcar Junior (Mix Brand Experience)
Art Director: Felipe Munhoz (Mix Brand Experience)
Planning Director: Julia Fregona (Mix Brand Experience)
Account Manager: Paula Mucin (Mix Brand Experience)
Films Production: Burti Filmes (Mix Brand Experience)
Copywriter: Bruno Brasileiro (Mix Brand Experience)
3d: Waldir Rugno (Mix Brand Experience)
Planner: Zito Campos (Mix Brand Experience)

Implementation
We started with the idea that only diehard fans are able to support a team, no matter the color of the jersey. And we transformed the launch into the first jersey that only a true fan could have. To do this, we created the Fogometer: a booth where the fans could try on the jersey and prove that they deserved it. Inside the booth, a passionate narration followed the steps of the fan putting on the jersey, along with videos of Botafogo and sounds of cheering.

Client Brief Or Objective
Botafogo is one of Brazil’s most traditional football teams - full of titles, idols and passionate fans. Through its 100 years, the club has always played with black and white jersey. In 2012, Puma, the team’s uniform distributor, launched something that broke with every tradition: a gold jersey. The challenge: how to get passionate fans to accept this change?

Outcome
The idea spread through the media and social networks. Over 2,000 fans put their passion to the test. 30,000 watched on YouTube. 15,000 bought the jersey. And, fortunately, no heart attacks. A short time later, Botafogo won the Guanabara Cup. And to thank the fans for their support, the team wore the gold jersey when celebrating their victory. The proof: Botafogo and Puma get your heart beating faster.

Relevancy
While this happened, the fans’ heartbeats were measured. And their passion did the rest. Only those Botafogo fans whose heartbeats were above 170 BPM were able to buy the new shirt at the launch. And their heart rate was shared on Facebook. The rest had to wait.