For the retail sector of electronics and household appliances in Argentina, the context prior to the FIFA World Cup, which happens every 4 years, is the most important for the sales of TV units.

The biggest problem was that it's a commoditized sector, which means is no differentiation between competitors.

Brief:

We had to be the consumer's first brand choice and also communicate that you could find in Frávega every TV model to watch the FIFA World Cup, despite not having a direct association with football or sponsorships.

Objectives:

- Grow in Brand perception, consideration and preference and also position Frávega as the number one retail with the best televisions.

- Win the sales share of units during the FIFA World Cup season.?- Lead the household retailers top of mind.?- Gain visibility and exposure with consumers.?- Increase the turnover percentage of the company.

Based on the similarity between the brand, Frávega, and an international reknown football player, Fábregas, and through a bold campaign in which we intervene the Brand, we would generate a direct association with soccer and make conversation.

We began with a teaser stage where we change the Brand logo and name. After that we unveiled with a TVC and digital pieces where we show the Frávega Marketing team (a false one) presenting a mistake that we shielded with the claim: “Make no mistake, your TV for the World Cup is here: In Frávega”.

We had Cesc Fábregas as the main figure of the campaign, had 13 digital pieces and TV, print media, social networks, and activations in stores and soccer stadiums.

In Argentina, the football World Cup, which takes place every four years, and the actual competition happens during June, begins to be lived since the beginning of the year.?The same happens in the retail sector of electronics and household appliances. The period prior to the football world cup is extremely important for the sector since it’s the time of greatest opportunity for TVs sale.

The problem: how to differentiate from the competition in a commoditized category, without having a direct association with football or the event, sponsorships or assets that help us connect with the football spirit. The solution: kick the board and take all the risks. Do something disruptive in the category that generates conversation and connect us with the entire Argentine audience.

The campaign began with a teaser stage (April 2018) in a national range where all print media had the new logo of Fábregas. The brand social media channels changed the logo as well. We get the conversation started around this false marketing mistake and let the news spread along the press and general public. On the second stage (May 2018), we launched the campaign with the first of spot, called “Discovery”, where the enigma regarding the logo change was unveiled as a marketing mistake through online platforms and TV. Thanks to all the noise we’ve made, people began to wonder if we had Cesc Fábregas participation or not. He appeared in our commercials, made conversation through his social profiles and had an active participation on the campaign a few days later. The campaign had 13 commercials that were seen in all the digital platforms and TV, print media, social networks,

The repercussions of the campaign and the numbers achieved, proved that it was a success:

- More than 25 million people watched the campaign.

- 50 MM of views in total of the commercial.

- Nº1 we became the number one retail in brand consideration.

- Nº1 in Share of sales of LSD between the period January-June

- Earned media on press of 3.6MM.

- 1st mark in Top of mind of the category.

- + 20 points in perception of having the best offers in Frávega.

- 7th place in the 10 most associated brands to the World Cup, being the only one without sponsorship.