Brazil currently has a variety of restrictions on content production inside existing programs and platforms. TV stations have many rules around the transmission of soccer matches, but we managed to slip around those restrictions to make a creative, unexpected insertion.

Volkswagen’s Fatigue Sensor was advertised during Premiere League and Serie A matches that were shown in Brazil on a channel called Esporte Interativo. Whenever a player was about to be subbed off for fatigue, the fatigue sensor began flashing above his head, warning that he was tired and needed to go rest on the bench.

The aim of the creative idea was attained: we spread the word about the existence of the Fatigue Sensor among Brazilians, men in particular, who tend to display the greatest interest in the Volkswagens equipped with that particular piece of technology. As a result, we activated greater demand for the cars with the feature, both in dealerships and on Volkswagen’s website in Brazil. Nearly a million people watched the games where the initiative was inserted. Moreover, the initiative was written up on a number of websites and blogs focusing on cars, business and entertainment, broadening its impact.