Within the context of the World Cup, in which many brands fight to be associated with the Argentinian team, we wanted Gillette, as the official sponsor of the team, to stand out from the rest.

Since the World Cup is the most important sports event for our target audience our strategy was to invite them to be part of a key moment right before the start of the World Cup: the motivation of the team before going out onto the field.

In this way we were successful in making the brand the vehicle that connected the great passion of our consumers with their favorite team.

In the months before the World Cup we invited every Argentine to be part of the biggest motivational video of all time. In order to do this we installed smart booths in various locations in the country, as well we developed a website where thousands of Argentinians left their messages of encouragement. And with all of this passion we put together a powerful motivational video which we played for our team just before they left for the World Cup.

It had been 24 years since Argentina made it to the finals in the World Cup and the fans were ready to do anything to win the cup. But . . . would they even give their own words of encouragement?

During the 3 months before the World Cup we installed smart booths in various places in Argentina, we also created a website where we brought together thousands of Argentinians who left messages of encouragement.

With all of their passion we put together the biggest motivational video of all time and we played it for our team just before they left for the Cup. The content and effects grew as the Argentinian team advanced in the competition, which turned the video into a true success among our consumers, since many considered it a kind of amulet. In this way we built a strong link between Gillette and the Argentine fans.

The results were surprising:

PR plan reached a total of 21.5MM impressions.

12.4MM connections.

More than 7M views on youtube.

More than 6K comments in the first 2 days.

More than 22K likes in one week.

100,000 views daily.

150,000 spontaneous shares.

The most viewed and shared video in the history of P&G.

And best of all, we came in second in the World Cup.