Noblex is a local Argentine electronics brand, competing with giant asian companies like Samsung or Sony, with a product that is not so different in price.

With a limited budget, without being sponsors of the Argentine National Team or the Copa América, we were almost out of the competition, communicationally speaking.

The objective:

* Generate traffic to the site Noblex.com.ar.

* Convert to TV sales.

* Generate brand engagement in social networks.

* Maintain brand association with football and the national team.

We decided to launch a new promo that would turn The VAR (video assistant referee) into a media.

The VAR debuted in Copa America that year (2019) and is considered one of the most controversial additions to football, criticized for undermining the dynamics and fluidity of the sport. So, we thought that during that time off people could turn to their second screen if we gave them a good reason.

So every time a referee called a VAR signaling an imaginary screen with his arms, we turned it into a real time discount on a Noblex TV at our website.

The promo targeted adults +25, B/C, with (mid to low) interest in football and owners of TVs older than 2016.

Hard football fans watch every game of every league, are subscribed to PPV, usually own screens +42” and try to be up to date with the latest technology. Global and regional championships like the Fifa World Cup or the Copa America played by national teams attract a wider audience and are considered peak shopping season of electronic hardware.

Therefore, without being official sponsors of the event, we looked for a way to get into the conversation.

The promo ran during official matches of the Copa America 2019.

It was a real time promo that crossed broadcasting, with social media (FB and TWT) and our e-commerce platform. Every time the referee asked for a VAR, a special discount on TVs was enabled on the Noblex site.

The campaign included a build up during pre match time in FB with paid posts, mentions by sport related influencers on Twitter, brand placements on sports channels and of course the real time interactions every time a VAR was called in the match.

Media and production investment equivalent to 2% of the cost of an official sponsorship.

With 0 dollars of sponsorship invested:

Full stock of 4000 4K TVs sold out in just 5 VARs

Website visits grew x 160 times.

Engagement rate: 9,8% (market benchmark 3%)