Disguised with moustache, beard and fat suit, ROC dressed soccer superstar Cristiano Ronaldo like a scruffy tramp for a secret stunt in a Madrid plaza for a viral promoting its latest fashion headphones brand.
The spot follows the undercover striker – the most famous man in Madrid – trying to impress the public by kicking and flipping footballs around the square.
Yet he is completely unrecognised and largely ignored by the passers-by.
Until finally, after having a kickabout with a kid, Ronaldo picks up the ball, signs it for the child and reveals his true identity.
And is immediately swamped by the public.
It drives viewers to check out ROC Live Life Loud Products @ http://www.ebay.com/roc and also drives them to watch ‘The Story of ROC Live Life Loud’.
The most famous sportsman in the world hiding in plain sight. Would you have noticed?
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Without any paid promotion it generated more than 33 million views on Facebook and 3 million on YouTube within two days of being posted.
Since its early August release, the spot has racked up an impressive 11 million plus YouTube views.
Which is good news for the Real Madrid number seven.
As essentially this is Ronaldo promoting a brand that he himself owns – well, part owns.
ROC Live Life Loud is a tripartite partnership founded by Ronaldo, the branding and retail outfit Incubrand and the digital content company Shareability (which produced and distributed the film).
‘He’s a very serious guy who plays and trains 98 percent of the time, so we wanted to show him in a way he’s never been seen before,’ explains Shareability founder Tim Staples.
‘We thought it would be really fun to take the biggest athlete in the world and hide him in plain sight.’
The company focuses on audio technology and mobile accessories for young, global consumers.
ROC also has a partnership with Monster Products for a line of audio products (including headphones and speakers).
In addition to his footballing fame, professional profile and image, Ronaldo also brings his hugely impressive digital and social reach to the table.
Which includes almost 38 million Twitter Followers and the 106,359,814 Likes on his Facebook page.
And yet despite its successful reach and impressive viral spread, we feel its four-minute length could have been halved and the connection between the spot and the brand cold have been clearer and tighter.
Links
ROC Facebook:
http://facebook.com/rocbyronaldo
ROC Twitter:
http://twitter.com/rocbyronaldo
ROC Instagram:
http://instagram.com/rocbyronaldo
ROC YouTube:
https://www.youtube.com/channel/UC7_O_m_GIAQ43TvQc5d9RbQ
Shareability:
Incubrand:
http://www.incubrandstudios.com/
Monster Products:
http://www.monsterproducts.com/
Christiano Ronaldo:
http://www.cristianoronaldo.com/
Christiano Ronaldo Twitter:
Christiano Ronaldo Facebook:
