Ecuador, a country passionate about football/soccer, secured a spot in Qatar 2022, sparking intense excitement among ecuadorians.
We as Produbanco bank hadn’t used football as a communication platform never, unlike our main competitors who invested millions into it. One of them always sponsored clubs, and the other was the official sponsor of “La Tri” (Ecuadorian National Team), advertising with the slogan “The bank of La Tri”. This World Cup season would mean high ad saturation and usage of similar messages without differentiation by many brands.
However, Produbanco had distinguished itself through its strategic commitment to sustainability and aimed to boost this focus using Qatar 2022. The challenge was: How could Produbanco approach and grab the attention of football audiences with a compelling and unique message shining during this season of great passion, reach 80% minimum and achieve over 75% positive sentiment, considering that our competitors had 65% before World Cup?
