The Brand: FPF together with partner GALP

The Project: Portugal Monopoly

Brand Challenge: A year before Euro2020, Galp, official partner of the National Team and main energy company in Portugal, challenged the FPF Marketing team to develop a co-branded product that would be able to attract thousands of Portuguese people to Galp gas stations.

An opportunity not only to maintain a good relationship with the Partner, but also to generate new Licensing revenues. In addition, this would also be an excellent way to leverage the spirit of support of the Portuguese to the National Team during the Euro.

Strategic Approach: As we know, national team players are the main motivation of fans to buy or participate in a hobby. Knowing that there is never a wide opening of them for commercial purposes, it was necessary to find a solution for a product that could have players, without necessarily having them. The solution? Monopoly! Everybody loves the game and this would be the first time the Portuguese National Team would have its own version.

Game Concept: Funny enough, my biggest input in this project was actually developing the game itself - both the storytelling of the “user” playing it, as well as coming up with unique Portugal cards (from players to places, from services to instructions).

Unlike the traditional Monopoly in which the “user” is a banker who wants to buy land and consequently buys houses and hotels, in the National Team Monopoly the scope was different. Each “user” would be a coach who would choose their favourite players and then calls them to the games or give them the chance to play in the finals (instead of houses and hotels).

This alone would be a great reason to generate interest with the Portuguese population, but we went further. In order to appeal to different audiences, we chose players from different Portuguese gold generations. From Eusébio in 66, through Figo and Rui Costa in 2000, to Deco in 2004, and ending up with Ronaldo and the current stars.

In addition of being the first and exclusive version of the Portuguese National Team Monopoly, each person would have the possibility to be a National Coach and choose the biggest stars ever in Portugal.

Creative Concept: The Dream is Renewable (Galp’s concept)
The promotion materials - including the videos - were produced and directed by Galp.

Credits

CMO: Nuno Moura
Marketing Strategist: Telmo Esteves
Licencing Manager: Paulo Cintra
Merchandising Manager: Ruben Ferreira
Partnership (Galp) Manager: Rui Mascarenhas
Merchandising Analyst: Manuel Mello
Design: Nuno Martins, Tiago Queirós, Ivo Gonçalves