of El Ojo Ibero América 2006.

The Torcida Oi and DDD31 campaign was among the top five Ibero-American cases - Spain, Portugal and Latin American countries.

Goals:
— Promote the sale of Oi handsets in the Oi Conta plan, taking advantage of the World Cup.
— Promote long distance code 31 in the Triângulo Mineiro region.

Strategy:
A promotion was developed in which the customer, when buying an Oi, won a T-shirt with the characteristics of the official uniform of the Brazilian National Team, to be part of Torcida 31. 

The promotion was publicized through special billboards in the shape of a goal, which it was filled with balls with each Brazilian victory, in addition to conventional billboards, pamphlets and merchandising actions. Relationship actions were also carried out with customers, who were invited to watch the Brazilian games at exclusive tables in the best bars in the cities involved. At the end of the action, the official billboard goalposts and more than 4,000 soccer balls were donated to entities linked to the needy community.

Result:
— 25% increase in share of dialing code, DDD 31.
— Increased sales of Oi Conta handsets by 20%.

Billboard/Action

The billboards were real goals with goalkeepers and balls that increased throughout the 2006 World Cup, reaching more than 2000 balls per goal. These balls and the goalposts were donated to charitable institutions after the World Cup ended.

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Client: Telemar/Oi.
Agency: Diferi Comunicação de Impacto.
Creative director: Mário Virva.
Creative team: Mário Virva, Rodrigo Boente, 

Gustavo Patrício.
Advertising service: Rogério Fonseca, 

Andréia Machado.

Advertising media: Amanda Frattari

Graphic production: Fábio Melo.