The All-in Promo
By DAVID, Buenos Aires, Argentina
For Newsan Brand Noblex
Winner in category Direct
In subcategory Consumer Marketing
Project Description
2018 is the year of the football World Cup. Historically the most watched event in Argentina, a country that breathes football. No need to say it’s high season for electronics retail.
Noblex is an Argentine TV manufacturer competing with Samsung, Sony and LG; offering a product that’s similar in quality and in price. But when it comes to technology, consumers prefer Asian brands.
To make things even more complex, there was a latent possibility that the Argentine team did not qualify for the World Cup in Russia. 3 matches before the end of the South American qualifiers to the World Cup, the Argentine National Team was left with zero margin for error and little chances to qualify. So Noblex launched the “All In Promo”, a limited-time promotion (72 hours) that offered those who bought their 4K TVs a full refund in case Argentina did not qualify for the World Cup.
Noblex is an Argentine TV manufacturer competing with Samsung, Sony and LG; offering a product that’s similar in quality and in price. But when it comes to technology, consumers prefer Asian brands.
To make things even more complex, there was a latent possibility that the Argentine team did not qualify for the World Cup in Russia. 3 matches before the end of the South American qualifiers to the World Cup, the Argentine National Team was left with zero margin for error and little chances to qualify. So Noblex launched the “All In Promo”, a limited-time promotion (72 hours) that offered those who bought their 4K TVs a full refund in case Argentina did not qualify for the World Cup.
Agency Solution
The campaign was targeted at football fans considering to renew their TVs before the World Cup. Those who thought the team was going to make it and those who thought the opposite too. While most brands panicked, (national and global, sponsors and non-sponsors) Noblex saw a unique opportunity for themselves.
Official Sponsors like Coca-Cola and Inbev went into complete communication silence, leaving Noblex the only supporter to stand up for the national team with the bold proposition of tying their business to their sport result. With Argentina classified to the world cup, the enormous risk of the bet became an immense capital for the brand. Noblex launched the “all in promo” from its Twitter account and a small placement circuit of OOH, previous to the last three classification matches. The online stock of 3000 TV sets sold out immediately. The pathetic performance of the national team caused a public outcry and forced the brand to extend the promotion for the final decisive match vs. Ecuador. An extra round of 2000 sets sold out in 6 hours. The Noblex CEO became the laugh of the nation on Twitter. So it was brought to life through a personal account (@gerentedenoblex) on twitter that interacted with trolls in real time during the final match.
In the end, Argentina won that match 3 to 1, ensuring the classification and the success of the promotion.
Official Sponsors like Coca-Cola and Inbev went into complete communication silence, leaving Noblex the only supporter to stand up for the national team with the bold proposition of tying their business to their sport result. With Argentina classified to the world cup, the enormous risk of the bet became an immense capital for the brand. Noblex launched the “all in promo” from its Twitter account and a small placement circuit of OOH, previous to the last three classification matches. The online stock of 3000 TV sets sold out immediately. The pathetic performance of the national team caused a public outcry and forced the brand to extend the promotion for the final decisive match vs. Ecuador. An extra round of 2000 sets sold out in 6 hours. The Noblex CEO became the laugh of the nation on Twitter. So it was brought to life through a personal account (@gerentedenoblex) on twitter that interacted with trolls in real time during the final match.
In the end, Argentina won that match 3 to 1, ensuring the classification and the success of the promotion.