The campaign can be divided into four stages. By distributing a free CD with guerrilla activity, interrupting movie showS unexpectedly, posting the outdoor billboard upside down. We have successfully stirred up discussion among our core targets that “Joga Bonito” is a bygone ideal in the world of football.The blank newspaper, overhead football court and short film that spread through YouTube have let it become the talk of the town and re-ignite passion for local football fans.

The campaign achieved tremendously high awareness and created a buzz in the market. - Good sell-thru. Overall 60% sell-thru in 60 days- 41% of consumers misperceived Nike as the sponsor of World Cup 2006- 40% of consumers said Nike JOGA BONITO had increased their purchase intention towards Nike Products