How to Crash a Football Team's Sponsorship Without Spending a Penny

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Turismocity search engine took over Qatar and Turkish airlines during the most important match of the year in VMLY&R campaign
How to Crash a Football Team's Sponsorship Without Spending a Penny
Two of the biggest Latin American Teams, Boca Juniors and River Plate were playing against each other on the semi-final of the Copa Libertadores de America. Qatar Airways and Turkish Airlines were the main sponsors of the teams, but somehow the protagonist of the Super Classic match ended up being Turismocity, an Argentinian flight search engine. The reason: none of the two sponsors offered flights to the final.

By having the cheapest flights, Turismocity invited Instagram users to do justice during the transmission of the event. The idea was simple, if the brand managed to be on the players shirts, it would reward those who made it possible by raffling tickets to the final of the cup.

With an action that happened on Instagram stories during the 90 minutes of the match, as people watched the final, they took photos of the players on their TVs and mentioned Turismocity on both team shirts, exactly over the sponsors.

This way, Turismocity became the sponsor of River Plate and Boca Juniors, at least during the most important match of the year.
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Campaign: Sponsor Crashers

Agency: Dhélet VMLY&R

Country: Argentina

Client: Turismocity

CCO: Martin Goldberg

Creative team: Sergio Paoletta, Nicolás Montanaro, Micaela Vergez, Nicolás Pereiró, Camila Castro, Federico Nuñez Zambrano

Social Media Strategy: Malena Gómez

Account Director: Luz Illescas

Account Supervisor: Facundo Palacios

Client Responsable: Andrés Malenky, Julián Gurfinkiel

Categories: Airlines, Travel

VMLY&R - LATAM, 9 months ago