To reinforce the emotional link between Coca-Cola and the fans of SL Benfica, one of the biggest soccer clubs in the world, by turning a corporate sponsorship asset into a new and creative channel for consumer engagement.

Since March 2012: 40 fascinated guests, 1 promoted client and no vacancies till next season.

We decided to convert Coca-Cola's luxury corporate box at the Benfica Stadium, normally used by the Company's employees and partners, into a dormitory for fans of the soccer team, allowing 8 friends to sleep over the night before the match. Every 2 weeks, Benfica fans spent 24h in the 'camarata' (dorm) - breakfast included - wearing their own robes, slippers, using the gym, meeting the players, stepping on the pitch and, obviously, watching the game from the only corporate box with comfortable couches.

It's a perfect connection between 2 well-loved brands - Coca-Cola and SL Benfica - based on their fans' passion and desire. Coke proves its 'Open Happiness' commitment by opening the doors of its private assets to its fans.