We established a media partnership with SIC, the TV channel that had the rights for the main games. We organised joint promotions to promote the Human Flag and secured endorsement from Portugal’s most popular female presenters. And, importantly, we created a media first for Portugal. Through a content deal with the channel, the Human Flag was written into a leading soap opera – blending fact with fiction. We also secured news coverage of the Human Flag.

18,788 female participants meant this event entered the “Guinness World Records” for forming the world’s largest human flag. BES achieved the highest spontaneous recall of all the brands associated with that day’s most watched programme - fantastic brand exposure during 41/2hrs live broadcast, besides 92% discount on the campaign package.