Puma: Fogometer, The Jersey of Diehard Fans
Background: Botafogo is one of Brazil's most traditional football teams - full of titles, idols and passionate fans. Through its 100 years, the club has always played with black and white jersey. In 2012, Puma, the team's uniform distributor, launched something that broke with every tradition: a gold jersey.
The challenge: how to get passionate fans to accept this change?
Insight: We started with the idea that only diehard fans are able to support a team, no matter the color of the jersey.
Idea: We transformed the launch into the first jersey that only a true fan could have. To do this, we created the FogOMETER: a special booth where the fans could try on the jersey and prove that they deserved it. Inside the booth, a passionate narration followed the steps of the fan putting on the jersey, along with videos of Botafogo and sounds of cheering. While this happened, the fans' heartbeats were measured. And their passion did the rest. Only those Botafogo fans whose heartbeats were above 170 BPM were able to buy the new shirt at the launch. And their heart rate was shared on Facebook. The rest had to wait.
The idea spread through the media and social networks.
Over 2,000 fans put their passion to the test.
30,000 watched on YouTube.
15,000 bought the jersey.
And, fortunately, no heart attacks.
Advertising Agency: Mix Brand Experience, Sao Paulo, Brazil
Creative Director: Adriana Salles
Art Director: Felipe Munhoz
Copywriter: Bruno Brasileiro
Additional credits: Júlia Fregona, Zito Campos
Published: September 2012