Situation: Brazilian football teams can't compete with the salaries offered by european and Saudi clubs, making it harder and harder to keep their players. The Brazilian clubs turned to more and more sponsorship deals to raise money, but that came at a cost, as more and more logos and brands were added to the teams jerseys. The famous Santos, where Pele played for his entire career carries 11 logos on its once all white team kit. This is the norm to all Brazilian clubs.

Brief: The brief was to promote Consul Washing Machines and show that the brand knows how to take care of the clothes Brazilian care most about - football jerseys.

Objectives: Consul wanted to consolidate itself as a brand that understands how to truly take care of the clothes Brazilians care the most about, increasing brand love and generating conversation around its new line of washing machines.

We turned to a sponsorship deal in order to promote our washing machines. But we turned to a new kind of sponsorship deal. We bought every space on the jerseys of some of the most traditional football clubs in Brazil and cleaned them, by getting rid of every brand logo that was on those jerseys and returning them to its original form where the team kits had not outside interference.

Football is a wide spread interest in Brazil, but specially popular among those who purchase Washing Machines - Male and female age 30 - 60. The intention was to showcase our understanding of true important clothing care by taking good care of some of the most traditional football jerseys in Brazil and by doing so gaining immediate praise from our target.

Insight: Sometimes in order to gain fan love you should actually remove your brand from their team's jersey.

Community Building: We showed our understanding of football fans by giving them what they want the most: seeing their favorite team's jersey with no logos or brand interference. This was our approach to gain notoriety and fan love. This is how we promoted our line of washing machines, by cleaning football jerseys from the stain of logos and brands on the revered jerseys.

We turned to a sponsorship deal in order to promote our washing machines. But we turned to a new kind of sponsorship deal. We bought every space on the jerseys of some of the most traditional football clubs in Brazil and cleaned them, by getting rid of every brand logo that was on those jerseys and returning them to its original form where the team kits had no interference.

Implementation: We partnered with some of the most traditional football clubs in Brazil, Juventus and Ponte Preta - both 100 year old teams that play on the biggest league in the country, the São Paulo first division league - and bought all of their sponsorship deals and getting rid of all logos from their club kits.

Timeline: We chose the duration of the Campeonato Paulista for the deal to last and be talked about at every one of the 20 games of the championship.

Placement: Every game of the championship is televised both in open and paid TV, but the sponsorship deal also harnessed an enormous amount of earned media as it ignited the interest and passion from fervorous fans.

Time Spent with Brand: 10 football games for 90 minutes each game.

Reach: Total TV audience of nearly 30MM people. Total live (10 games) audience of 100 thousand people.

Brand mentions increased 700%

Positive Brand Perception 87%

Target Awareness increased 74%

Sales increase 12%

Objectives: Consul wanted to consolidate itself as a brand that understands how to truly take care of the clothes Brazilians care the most about, increasing brand love and generating conversation around its new line of washing machines.

Owned Media:

Earned Media:

Consumer Loyalty: