In its first year as a sponsor of the Brazillian Northeastern Cup, one of the most popular regional football championships in the country, Brahma faced a challenge: how to generate brand awareness in football with a pandemic scenario of empty stadiums. That's when the idea of the EUROLAMPIONS BRAHMA CHALLENGE was born.

The idea was to combine the reach and scalability of social media with the credibility of traditional media to launch a campaign challenging the winner of the UEFA Champions League for a match with the winner of the Northeast Cup.

All this would be fueled by fans' passion and the fun opportunity to face the biggest teams in the world in a match. The measurable objectives were mentions on social media and the repercussion of news articles during the campaign period. All to reinforce the idea of Brahma as the official sponsor of the Northeast Cup.

The EuroLampions Brahma Challenge dares the biggest champions in Europe to know and face the strength of Northeastern football.

“The Lampions league” elevates the pride and self-esteem of the Northeastern fan, but the whole world needed to know that.

In your very first year as an official sponsor of the Northeastern Cup, Brahma noticed that the fan’s passion is capable of surpassing any barrier and that there were already very humorous conversations on the digital, with comparisons of its football with the greater championships around the world.

Brahma then wanted to positionate the Northeastern football where it really deserves to be: at the top of the world.

“The Lampions league” elevates the pride and self-esteem of the Northeastern fan, but the whole world needed to know that.

In your very first year as an official sponsor of the Northeastern Cup, Brahma noticed that the fan’s passion is capable of surpassing any barrier and that there were already very humorous conversations on the digital, with comparisons of its football with the greater championships around the world.

Brahma then wanted to positionate the Northeastern football where it really deserves to be: at the top of the world.

Initially, we utilized newspapers covers to launch the challenge, and to boost it and create awareness, we had help from Brazilian player, Dani Alves and a team of influencers.

We stepped up credibility by inviting football personalities to select our official team for the challenge. The players and influencers received special jerseys to mark the endeavor.

Joel Santana, a coach known for his peculiar way of speaking in English, participated in a series of social content which went viral. Then, we mobilized the whole team of influencers, and fans to Chealsea's social media to post the challenge. There were even billboards in London calling up the European Champions.

Without reply, we informed that the Brahma that had been reserved for the match would now be sold with a great discount to fans. The campaign was closed with a film celebrating the strength and passion of Northeastern football.

The repercussion of the EuroLampions Brahma Challenge on the digital and spontaneous media was such a success that put Brahma on the position of greatest brand recall of the Northeast.

With a big buzz on the digital, Brahma started conversations in different channels, reaching visibility, including news portals.

As a result, Brahma not only scored expressive numbers, but mainly increased the self esteem and pride of the Northeastern football fan.

Now, Brazil and the whole world knows the strength of Northeastern football!

Some indicators that confirm the results achieved with the campaign:

11,9 millions people reached (reach);

54% coverage of the target universe;

+ 7pp of communication recall;

+ 16% of salience;

28,5 millions of content exhibition (impact);

4,20% of engagement rate;

184 published publications;

42 digital influencers;

304 published news articles;