PUB

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.

RESULTS
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
Planner Director: Júlia Fregona
Planner: Zito Campos
3D: Waldir Rugno