This is an activation idea in ambient media. It is a small–scale format in which we wanted to impact every house owner in “Avenida Brasil”, (one of the most important avenues in Montevideo), putting signs with 1950BIS number on each one, right next to their actual number address. This caused a lot of amaze not only by the homeowners but also by the people passing by. Also, in the Estadio Centenario in the farewell matches it was handed to the fans sticker signs so they could post it on their office, house, so on. It was also posted on the different entrances of the Stadium and the door for the Uruguayan National Team locker room and the training centre. The sign was also given to the Uruguayan journalists who went to Brazil to cover the event.

First we developed a teaser for the upcoming campaign, it started with the ambient execution in “Avenida Brasil” which sparkled increasing interest from the media. TV, radio, digital media and press reproduced the news. In Twitter, celebrities took the news as their own and started to post different signs. People almost instantly started to follow them with their own signs and the viral effect expanded the activity to Facebook and Instragram. Then we revealed the campaign and it was known to every Uruguayan that Coca-Cola was behind the 1950BIS sign. The sign was part of the TV spot story.

We reached the communication goals, making an impact: the neighbors of “Avenida Brasil” started to share their amaze and surprise on social media, posting pictures and statuses on the activation, reaching the whole country and even the main media. That way we had free media in digital posts, TV and Radio, all the same time. Also 1950Bis transformed into a support message of the National team in all the country, making it a trending topic. Almost 2.5 million contacts were reached by the campaign (in a country with a total population of 3.5 millions), with more than a hundred posts average daily during a month. The activation was viralized making a ROI of 46%; having the hashtag a 271% more involvement from the users than the second camping in the same time. The sign made the Uruguayan people believe, dream and share happiness.