On November 26th 2014, fierce soccer rivals from Belo Horizonte/Brazil Cruzeiro and Atlético met for the first time in a national cup final. BMG Bank sponsored both teams involved in the biggest derby in history, but not the event.

We needed to seize this opportunity and get results for the brand. So we acted on the front page of the most traditional newspaper of the state, turning all its headlines to Bla Bla Bla, stating that close to a game like this, nothing else matters.

The front page went viral, being mentioned in 20 countries all over the world. The campaign used a feeling that was already present amongst the supporters, that the only subject that really mattered on that day was the final. As both teams' supporters were taking their sides, the BMG brand collaborated to unite them all in the same feeling, positioning itself as a brand that cheered and supported the state football.

The plan was to use the headlines of the biggest newspaper of the state as media. To do so, we bought a traditional ad format from the paper, in a whole new way, simulating the front page and all of its headlines, but turning all of them into bla bla bla. Thanks to the short time of execution, only one day, the campaign went according to plan all along.

More than 3,400,000 impressions in social media. Placements in media channels from more than 20 countries, including major channels such as ESPN, Fox Sports, Gazzetta Dello Sport, Telegraph and RMC Sport. More than U$ 900,000 in earned media. All of that coming from a single regional newspaper front page.