The Brand: Portugal+ Fan Club

The Campaign: Fan Club Awareness Campaign

Brand Challenge: Founded in 2018, Portugal+ already has 350,000 fans of the Portuguese national teams. The fan club is free and has, in recent years, made a significant impact on the lives of true Portugal fans with the regular launch of exclusive campaigns. This includes the possibility of directly acquiring tickets for major competitions (both men's and women's World Cup and Euro), experiencing exciting moments (children may have the opportunity to enter the field with the players), the chance to watch games from the VIP box, or receive merchandise signed by the players, among many other advantages.

Until June 2024, the goal is to reach 500,000 registered fans on the platform. This will be achieved through a campaign and a concept designed to encourage all Portuguese individuals and fans of Portugal to sign up for Portugal+ over the next few months.

Strategic Approach: Team Portugal has over 16 million followers on Instagram alone. The country itself has 11 million people. Even though having 350k registered fans on the platform is a very positive number, the truth is that the growth potential is still significant. But how to demonstrate to National Teams' fans the importance of registering on Portugal+? How to be both relevant and interesting to generate conversions on the platform? The strategic POV was a simple one: “what differentiates normal fans from registered fans?” Well they all love and support Team Portugal but the members of the Portugal+ not only have some perks but they also get a different status.

Creative Concept: Make your love for Portugal official (Oficializa o teu amor por Portugal)
The agency approach was quite interesting and the campaign highlighted the fact that even the craziest Portugal fans (and all the examples on this video are real) aren’t official until they get into the Portugal+ club. It doesn’t compare directly fans and members, but it uses exaggerated examples of fans to highlight the fact the idea of “official” fans to express how they differ.

Besides the video and other promotional material, each new “official fan” received a personalized video welcoming him/her to the member club - the generic version is on this page)

Credits
CMO: Nuno Moura

Brand Manager: Telmo Esteves

Brand Manager: Rui Mascarenhas

Portugal + Coordinator: Estela Lucas

Portugal + Managers: Érica Mata & Tiago Barra

Design: Ivo Gonçalves, Tiago Queirós & João Ferreira
Agency: Uzina

Production: Garage