Topper Promo, Case study DO IT FOR ESTUDIANTES by CERO NEGATIVO, Kepel & Mata

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Industry Shoes, Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market Argentina
Agency Kepel & Mata
Director Fernando Ojeda
Released July 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: ALPARGATAS
Agency: KEPEL & MATA
Date of First Appearance: Jul 10 2009 12:00AM
Entrant Company: CERO NEGATIVO, Buenos Aires, ARGENTINA
Entry URL:
General Creative Director: Santiago Vila (CeroNegativo)
Director: Fernando Ojeda (CeroNegativo)
Account Director: Gonzalo Fassón (Kepel y Mata)
Media placement: Target Mailing - - 10/07/2009
Media placement: Target Blog - - 10/07/2009
Media placement: Major Forum - - 10/07/2009
Media placement: Ad words - - 10/07/2009

Results and Effectiveness
With only 10,000 euros in media investment we reached 9,000 people who interacted with the site leaving promises, 14,724 Facebook fans, +100,000 results on Google when you search "", all major newspapers in the country, a lot of blogs (we can't count them, just search on Google), and about 1 hour of free diffusion on TV. The brand not only sold out its team's clothes. We reached to the fans' hearts and made them see the brand as part of the family. All major fan blogs love the actions and spread it. And all that with only 4 days of campaign.

Creative Execution
From the brand's claim , "THE HEART RULES", we thought of a way to canalise all this energy. We made a site where fans could share the promises that they would carry out if Estudiantes worked out to be champion of America. "No Sacrifice, No Victory, Make Your Promise"

Insights, Strategy & the Idea
Estudiantes, the small Argentinian soccer team supported by Topper was getting ready to play the "Libertadores Cup" final match, the most important soccer tournament of America. The game would be played in Brazil, and Argentinian fans would have to watch it from their homes. They needed a way to show their support to players. We had the find the team's supporters (around only 100,000 in the country), activate them and make the idea big enough to reach supporters of others teams.