Before the 2022 World Cup in Qatar, Brazilians had a widespread surge of optimism about the sixth world championship, which is so-called the "hexacampeonato" or just "the hexa".
As the official sponsor of the Brazilian National Team, Telefónica Vivo incorporated this optimism into their campaign, prominently featuring the number six in their advertisements, so Vivo launched the campaign “The dream of the hexa is more alive than ever”. The fans' enthusiasm was further amplified by the popular Brazilian song "Anunciação" by Alceu Valença, with the crowd enthusiastically chanting the lyrics "You're coming, you're coming. I can already hear your signs".
Real Madrid and Brazilian national team player, Vini Jr, was appointed the brand ambassador and played a pivotal role in the campaign.
Impressive results:
+4.2 billion people impacted
+151 million reaches 93% of the target population
+214 million views on digital
9.1% increase in searches for the brand during the campaign
4th most remembered brand of the World Cup, far ahead of its main competitor, which was the official sponsor.
Integrated Campaign
6” Bumpers