Brand Experience and Activation > Use of Promo & Activation
PUBLICIS IMPETU, Montevideo / AUF (URUGUAYAN FOOTBALL ASSOCIATION) / 2014
Overview
Credits
ClientBriefOrObjective
Uruguay National Team was facing the last chance to enter the Brazil World Cup. The Uruguayan Football Association wanted to make something to motivate, both the people and the team.
Implementation
The next World Cup will be played in Brazil, and the Final will be played in Maracaná Stadium.
In 1950, the last World Cup organized in Brazil, Uruguay won the final against the local team in an epic match, in Maracaná.
The victory goal was never celebrated in that stadium, Maracaná was full of Brazilians that day, and no Uruguayans.
To motivate the crowd and the team, the Uruguayan Football Association decided to finally celebrate the goal, in the Centenario Stadium, in Montevideo.
Outcome
First of all, the stadium was full that day. The Silent Goal generated a lot of free press, locally and internationally. The Uruguayan National Team was the last team to qualify to the World Cup, but this action made it a great success.
Relevancy
The most important 'product' of the Uruguayan Football Association is the National Team. The popular support and the mystic of 'La Celeste' is very important for the client and the entire nation. This action brought a lot of local motivation and international repercution to the Uruguayan team.
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