Flash was an up-and-coming HRtech that pioneered the reinvention of the outdated food and meal voucher benefits we were used to, but not satisfied with – since a huge chunk of workers went on to illegally sell these vouchers so they could use the money to buy everything else, not only food.

But almost no one knew about the brand’s innovation yet. We sought awareness facing very challenging circumstances: traditional competitors held 95% of the market. So, we came up with the idea to connect all of this dots with one single idea, aiming to take advantage of the World Cup and the Brazilian jersey’s momentum to raise awareness for the brand and its services while delivering true value to our potential costumers (meaning every Brazilian on the workforce).

Paying R$350 for a jersey was out of the question for most of Brazilians, so everybody started to complain about how expensive it was on social media.

On the other hand, Flash was still a small brand that needed to stand out from their competitors to increase their awareness without having enough budget to take part in such an event like FIFA World Cup. But… What if Flash could hack this conversation and help Brazilians get their jersey while increasing brand awareness?

So Flash decided to sponsor not the event, nor a huge broadcast, but Brazilians that were craving for their jersey, but couldn’t pay for it. "Cashback For Your Jersey’s Back” gave a 50% refund to every fan who purchased the jersey on Nike’s ecommerce using a Flash card, customized it with “FLASH” and posted it on social media, tagging Flash.

While big brands invest millions to be on players' jerseys, we could invest much less to sponsor a much bigger crowd: fans. With that twist, we wanted to reinforce that with Flash you can buy anything, not just food and meals.

To do that, we targeted a huge audience: Brazilian workers. We wanted them to see that everyone who already had Flash had much more freedom to use their benefits money, and ultimately make them ask their HR executives to hire Flash too.

With a single seeding video and a post on Instagram, we let our crowd know about the idea. After that, the campaign was a huge cocreation with football fans, with every UGC working in our favor to catch media outlets attention and optimize our tiny, tiny budget.

We hacked one of the biggest e-commerce on earth (Nike's) in one of its busiest seasons, the World Cup. That alone was a buzz goldmine, but we made it even more PRable when we turned Brazilians into more than our target, but also our media.

The promotion aired in November 2022, following the announcement of the new World Cup jersey price. In February 2023, when Brazil's national team played wearing all green for the first time, jerseys were back in the media spotlight. Recognizing this opportunity, we launched a second phase from 02/21/23 to 03/08/23, targeting everyone with a Flash card and a Brazilian jersey (official or not), reaching millions more.

Participants simply wrote 'Flash' on their jerseys, tagged Flash, and received a voucher for 50% off the official jersey’s price on their Flash card, to use as they wished.

With an investment 44 times smaller than our competitor's, we managed to become one of the most relevant Brazilian brands in a period where the World Cup official sponsors were used to get all the attention.

At the end of the activation, 3.273 Brazilian National Team jerseys were customized with Flash's name. By posting on their social networks, consumers helped promote our brand, increasing our reach. Also, we observed an increase of 13% on sporting goods transactions using Flash.

Results during the campaign: 2300% increase in brand mentions:

410MM impressions

5.1MM interactions