“Google launches campaign showing soccer legends using its search tool to follow their loved teams.”
— MKT Esportivo
Still in the game,
out of the pitch.
Google Search has a new feature that allows you to follow games in real time.
So we develop a fully integrated campaign features Brazil's football legends Cafú, Kaká, Marta, Rivellino, and Amaral, showing that everyone can still be in the game, even off the pitch.
Film
Casting retired soccer legends
Our casting has 3 FIFA World Cups and played for several Brazilian teams. It helped people to identify with the campaign and be curious about what team these legends cheers for real.
A campaign that became an award.
We have also created an award for the Top Searched Players in Google after every Brazilian Soccer Championship Round. The name "Prêmio Buscas" was an allusion to the FIFA Puskas Award. In Portuguese, the word "Buscas" means "Searches".
This branded content was placed every week on Desimpedidos, the most prominent sports channel on Youtube Brazil.
Besides becoming part of entertainment content, this strategy made it possible for Google to become part of the most-watched sports championship of the country, even without being an official sponsor (a competitor broadcasts it) and features all top players in our communication.
Most-watched campaign
in Google's Brazil history
More than 80 million views