CATEGORY - PROMOTION

Brief: Philips needed to take advantage of the World Cup without holding any sport-related property.

Insight: The Brazilian's involvement with football is huge and everyone carries a feeling of “connoisseurs” of the sport. We then decided to explore this feeling of the Brazilian in the promotion's mechanics.

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Strategy: The promotional mechanics depended exclusively on the participants' knowledge of football, although the difficulty of getting it right was huge, there was a feeling of closeness and ease in taking the prize.

Idea: Champion Hint Promotion: when buying Philips devices consumers had the opportunity to make guesses as to who would be the top 4 in the World Cup. If the customer got it right, he would earn R$ 500,000.