FCB Brasil

Brand: Flash Benefícios

Year: 2023

Brazilians love football. And the FIFA World Cup is the time to show and celebrate that passion. But a month before the 2022 FIFA World Cup, Nike dropped the most expensive Brazil jersey ever.

The nation wanted their national jersey, but once they saw that price, they started to complain on social media. So Flash, a benefits card that is accepted in more than two million stores, took advantage of fans’ protests about the price of the jersey and offered them a sponsorship deal. “Cashback For Your Jersey's Back” gave a 50% refund to every fan who purchased the jersey on Nike’s online store, customized it with “Flash,” and posted it on social media. The more people posted their pictures, the more Flash increased its reach on social networks. And when Nike decided to ban the name “Flash” from being used to customize the jerseys, we kept the promotion going as fans started customizing the jerseys themselves.

At the end of the activation, 3,273 Brazilian National Team jerseys were customized with Flash's name. Not only that, but Flash saw a 2,300% increase in brand mentions and an increase of 13% on sporting goods transactions using Flash.