“Dear Believer: Thank you for believing in this team, the coaching staff, our captain and HIM.” This is the textual beginning of an email that Noblex sent last night to the nearly 850 customers who bought a promotional TV “God pays, if the Argentine national team wins the World Cup, we will give you your money back”which allowed him to invoice 1 million dollars. “Yes, we’ll give you all your Noblex TV money back, just like we promised”says the message that starts the adjudication process.
Noblex is the flagship brand of the Newsan group and is one of the 38 sponsors of the national team. Almost all brands, including Adidas, McDonald’s, Coca-Cola, Naldo, YPF and Gillette, are trying to join the celebrations for the “three-time Scudetto” obtained by the team led by Messi and Scaloni.
The Noblex promo lasted 1 day: it was presented on October 30 and promised to return the full cost of the most expensive TV shows in its catalog if Argentina triumphed over Qatar. They shipped nearly 517 units that day (294 65″ and 223 75″)which surprised the company.
“Excited to Lose a Million Dollars, God Willing”the brand tweeted ahead of the grand finale in reference to a promo, repeating the success of another similar one, launched in late 2017. That year, it promised to give away TV in case Argentina didn’t qualify for the World Cup in Russia.
Once the result of the grand finale was known, derision against the brand was unleashed on social networks. However, the company took its precautions: the promotion was covered by a policy from a foreign insureras there are no such services in the country.
The late 2017 ad was to give away TV in case Argentina failed to qualify for the World Cup in Russia. There were 4 dates left from the end of those qualifiers, with a selection on the verge of elimination. Precisely for this reason the campaign caused a sensation and its impact was such that the story was the focus of a book, also an IAE case study, and later a film (“El Gerente”)blend of fact fiction.
Success also for the film, directed by Ariel Winograd and starring Leonardo Sbaraglia, Carla Peterson, Cecilia Dopazo and Pipo Luque. Released on October 20 on the Paramount+ streaming platform, it still occupies the first position in the world rankings, above Paw Patrol and Top Gun: Maverick, as revealed by its producer, specialist journalist Axel Kutchevasky, on his Twitter account.
As all over the world, televisions are positioned as the leading product in the consumer electronics market. In the sector it is estimated to close the year with 3.2 million units sold. The cycle of greatest euphoria was in the two months leading up to the start of the competition, but “it’s still selling because Argentina keeps up with the chances,” they said.
The TV models chosen by Noblex for the promotion are considered top of the range, i.e. the most popular on the market. 65″ and 75″ screens based on OLED technology represent only 2% of total sales. The standard sizes for Qatar 2022 are 50″ and 55″, in 4K. The latter have been included in the official Ahora 30 programme, which allows you to finance purchases in 30 fixed installments at an annual rate of 48%.
Source: Clarin
