Noblex:

In Argentina, Noblex is a household name, deeply embedded in popular and meme culture. "The Ceo," a celebrity figure on social media platform X (formerly Twitter), is renowned for his bold maneuvers that thrust the brand into the spotlight. However, what many people didn't know was the extraordinary story behind one particular promotion, which transcended conventional marketing norms to become a case study in its own right.

Paramount+:

As a technology brand rather than an entertainment entity, Noblex may seem an unlikely partner for Paramount+, a new platform aiming to produce culturally relevant content. However, this seemingly disparate pairing proved to be a perfect match, combining Noblex's capacity and experience with Paramount+'s ambition to attract new subscribers and create compelling narratives with vast potential.

The World Cup Opportunity:

In soccer-loving Argentina, the fervor surrounding the World Cup reaches unparalleled heights, with people eager for any content related to the National Team. This presented a tremendous opportunity for both Noblex and Paramount+: leveraging content already ingrained in the country's cultural fabric during a period of heightened receptivity to soccer-related content. This alignment served as the final piece of the puzzle, making the campaign not only relevant but also necessary.

Execution:

The centerpiece of the campaign was a feature film, spanning 105 minutes of branded content. Premiering in theaters for three weeks before becoming exclusive content on Paramount+, the storyline was fully about the iconic promotion. The brand is present all along the film, most times in a very relatable and self-deprecating way. 50 times referenced, visually or verbally, the brand is present in the film almost every 2 minutes.

To ensure the film's success, top-tier actors, actresses, and a skilled director were enlisted to deliver impeccable quality. Marketing efforts included billboards, trailers, teasers, and paid media, complemented by organic traction fueled by the popularity of "The CEO," the upcoming Qatar 2022 World Cup, the stellar cast, and Paramount+'s own media and marketing channels.