So, we made something never done before: we advertised in our opponents national TV reminding them that we had beaten them before. The ads were in Portuguese and subtitled and featured national heroes that achieved those glorious moments (Germany/Carlos Manuel; Denmark/Luís Figo; Netherlands/Maniche). When the ads were aired, we were there to tape all the reactions as well as some street provocative initiatives.

It was a mind game strategy and a friendly provocation. The concept of the campaign was: 'Hi, I am Portugal.'

These 3 moments created several branded contents in our YouTube Channel which was the main digital platform.

In a world of 'amazingness', having advertised for the first time in international broadcast tv channels was something unique as Portuguese love this kind of initiative (us against them). As Portugal kept on going through the competition we continued the idea although with smaller acts.

We achieved more than 1 million views and more than 100,000 shares in a country of 10 million. The overall response for the campaign was a huge success both quantitatively and qualitatively. We achieved an intense local media coverage as this was a very editorial campaign.

These may have been the most-watched Portuguese brand ads online ever.