Every single Benfica fan dreams about putting their feet on that pitch. Each one of them dreams about being a real winner there. So we managed to mix both dreams together by promoting an unusual pitch invasion: during a major football match, one streaker (an actor) came from the stands and ran into the pitch. Policemen and stewards tried to catch him but couldn’t, simply because they were also actors. When they finally caught our guy, they didn’t take him to the ground as they normally do… they lifted him up and started celebrating with him! Finally, the stadium’s screens and speaker explained that everyone could be a real winner at Luz Stadium.The action became news on TV, radio, newspaper and lots of videos were spread by fans on several social networks. The invasion generated the very first TV spot filmed live in Portugal, with over 40,000 passionate supporting actors.

Both Caixa and Benfica got amazing results with this idea. The Invasion was seen live by over 42.000 Benfica fans. It became news on Portuguese newspapers, radio stations, TV, blogs, etc. Videos of the action were spread on several social networks. The fact that it was the very first TV Spot filmed live in Portugal also generated thousands of Euros in free media.

However, the most impressive number we’d like to report is that the Caixa-Benfica credit card increased its membership number by 300%.