Leveraging spiking soccer interest ahead of the FIFA World Cup, Portuguese national team sponsor activates its rights with a new offer based campaign called “Ser Titular Não Custa” (Being a first team player is not difficult”).
The tagline – being a first team player is not difficult in Portugal – reflects the campaign offer within a footballing context:
Any new customers who open an account between the May campaign launch and the start of the tournament on 15 June will have no commission to pay for the first year.
The drive to use its Seleção Portuguesa de Futebol (Portuguese Football Federation / FPF) to boost new accounts also offers football fans a Russia 2018 related incentive in the form of a national team kit and also the offer of special financing to purchase a Samsung television or smartphone to watch the tournament on.
The offer strand was supported by additional Russia 2018 relevant activation across its digital and social channels as well as in-store.
Comment:
A fairly typical finance brand football activation: one connected to directly driving customers.
Portugal, of course, is a true footballing nation and when the World Cup comes around the team’s fans live and breathe soccer and this particular tournament has even more resonance in the country because it may be the last one for team captain and goobal super star Cristiano Ronaldo.
So it makes sense for the team’s finance sponsor to invest in activating its rights.
Links:
Novo Banco
https://www.facebook.com/onovobanco/
https://www.youtube.com/channel/UCAK5d3ha6jYJQ2ACtxaNYlg
Seleção Portuguesa de Futebol / FPF
