Solverde.pt takes “Andamente” to the World Cup
Solverde.pt takes “Andamente” to the World Cup
Challenge
In the lead-up to the 2022 World Cup, the Portuguese betting site Solverde.pt faced a challenge: how to ensure brand presence at the year's biggest sporting event without being an official sponsor? FIFA already had a partner in this category (Betano), and the Portuguese National Team had other official sponsors.
Strategy
Four Portuguese friends, the "Andamente" group, challenged themselves to hitchhike to the World Cup in Qatar. The success of the trip was unlikely, but with our support, it could be the solution for the brand's media exposure on the world's biggest stage. Solverde.pt made a high-risk, low-cost bet: help the Andamente cross 15 countries in 50 days by hitchhiking—Portugal, Spain, France, Italy, Slovenia, Croatia, Bosnia, Montenegro, Albania, Macedonia, Turkey, Iran, the UAE, Saudi Arabia, and finally, Qatar.
Results
The 50-day journey was turbulent: from closed borders and nights spent out in the desert to hitching rides on camels, but the Andamente arrived in Qatar in time for the Portuguese national team's first match. Portuguese journalists covering the World Cup followed the Andamente's arrival, including television programs. The media coverage caught the attention of FIFA, which, despite the official sponsorship of a competitor, still produced a video about the journey. The risky bet hit the jackpot: through social media and the press, we reached about 10 million people—as many as the entire population of Portugal.
Other success stories
.webp)