Soccer is Guatemala’s favorite sport, and on every radio broadcast, each play on the field (goals, corner kicks, free kicks, fouls, etc.) is sponsored by commercial brands. This mentions make up an important part of the soccer culture, and radio commentators are so popular that there are people who mute the TV, while watching a game, to listen to them.

Our client was one of 2018 FIFA World Cup Russia’s official sponsors. We were asked to make the most of our modest budget to achieve relevant product placement.

Our objective was to reach every spectator over 18.

In spanish, VAR is pronounced like “bar”, so we literally turned every mention of the VAR into a call to action to get a beer at the bar.

Soccer is Guatemala's most popular sport, which audience spreads through every demographic. Among them, our target audience was every soccer fan over 18 years of age who enjoys a beer.

Following our creative idea, we placed our brand into every "VAR" mention during the live broadcast of each World Cup match on radio stations nationwide.

Our idea ran on radio stations nationwide through every match of the 2018 FIFA World Cup Russia (14 june - 15 july).

Total budget: $1,900

Earned Media Rate: 5,500,000 people