This is a fresh take at Sport sponsorships, showing that sometimes in order to gain fan love you should actually remove your brand from their team's jersey.

Brazil is obsessed with football. Some of the most talented players of all time are Brazilian and Brazil became a country where the richest teams in the world, usually based in Europe, go to find new talent, offering big sums of money that the local football clubs can't compete with. In order to try and retain talent and pay similar salaries to the players, the Brazilian football teams turned to more and more sponsorship deals. The sponsorship deals kept adding logos and brands to the football jerseys, ruining the traditional club kits that now look like moving billboards. This has become a ridiculous situation and a point of sadness for football club fans that can't recognize their teams jerseys anymore.

Situation: Brazilian football teams can't compete with the salaries offered by european and Saudi clubs, making it harder and harder to keep their players. The Brazilian clubs turned to more and more sponsorship deals to raise money, but that came at a cost, as more and more logos and brands were added to the teams jerseys. The famous Santos, where Pele played for his entire career carries 11 logos on its once all white team kit. This is the norm to all Brazilian clubs.

Brief: The brief was to promote Consul Washing Machines and show that the brand knows how to take care of the clothes Brazilian care most about - football jerseys.

Objectives: Consul wanted to consolidate itself as a brand that understands how to truly take care of the clothes Brazilians care the most about, increasing brand love and generating conversation around its new line of washing machines.

We turned to a sponsorship deal in order to promote our washing machines. But we turned to a new kind of sponsorship deal. We bought every space on the jerseys of some of the most traditional football clubs in Brazil and cleaned them, by getting rid of every brand logo that was on those jerseys and returning them to its original form where the team kits had not outside interference.

Media Insight: This is a fresh take at Sport sponsorships, showing that sometimes in order to gain fan love you should actually remove your brand from their team's jersey.

Target: Football is a wide spread interest in Brazil, but specially popular among those who purchase Washing Machines - Male and female age 30 - 60. The intention was to showcase our understanding of true important clothing care by taking good care of some of the most traditional football jerseys in Brazil and by doing so gaining immediate praise from our target.

Approach: The approach was to insert ourselves into a conversation about the "stains" that took over Brazilian football jerseys (logos of brands) and to offer a different way to support football teams without ruining their classic jerseys.

Media Planning:

Implementation: We partnered with some of the most traditional football clubs in Brazil, Juventus and Ponte Preta - both 100 year old teams that play on the biggest league in the country, the São Paulo first division league - and bought all of their sponsorship deals and getting rid of all logos from their club kits.

Timeline: We chose the duration of the Campeonato Paulista for the deal to last and be talked about at every one of the 20 games of the championship.

Placement: Every game of the championship is televised both in open and paid TV, but the sponsorship deal also harnessed an enormous amount of earned media as it ignited the interest and passion from fervorous fans.

Media Channels:

Scale:

Time Spent with Brand: 10 football games for 90 minutes each game.

Reach: Total TV audience of nearly 30MM people. Total live (10 games) audience of 100 thousand people.

Brand mentions increased 700%

Positive Brand Perception 87%

Target Awareness increased 74%

Sales increase 12%

Objectives: Consul wanted to consolidate itself as a brand that understands how to truly take care of the clothes Brazilians care the most about, increasing brand love and generating conversation around its new line of washing machines.

Owned Media:

Earned Media:

Consumer Loyalty: