For the Love of the Shirt - Ambush Marketing - Retail
The Continente Retail Marketing Team launched the challenge to the Born activation agency, how could the Continente brand communicate and associate itself with the 2006 World Cup, rivaling the sponsor brands of the 2006 World Cup and the Portuguese National Team without being a sponsor of the National Football Team?
The Born team, which had its activation studio and contents to develop the project, designed the brand activation Amor à Camisola, defining Eusébio, the best Portuguese player ever (before Cristiano Ronaldo) as the poster head. 40 years after the 1966 World Cup, Eusébio told the story of the best route ever of a National Team in a World Cup through the channels of the Continent: advertising, public relations, stores and in product.
Born's design team designed the sales package for Eusébio's jerseys, replicas of the World Cup 66, put on sale in Continente, selling around 60 thousand units, exhausting the entire stock of jerseys produced.
With this project, the Continente team and brand was able to overcome in visibility many of the official sponsors of the Portuguese Football Team, and generate a huge flow of customers in their stores.
#activation #digital #ambush marketing #packaging #pantera negra #advertising #publicidade #futebol #eusebio