In Latin America, almost every expectant Dad dreams his child will some day be a soccer star. Estudiantes De Caracas, a professional soccer team and academy that trains the next generation of top players in Caracas, Venezuela, tapped into this with a clever interactive campaign, but aimed at mothers.
The campaign, by agency FCB RG2, was aimed at driving recruitment by motivating mothers to dream of soccer stardom as much as the dads. The campaign brought in 10 women (and their partners) in their 28th week of pregnancy, the week when babies really begin to move inside the womb, to play what it calls "the first soccer match between unborn kids." Using motion sensor technology, the babies' little kicks were converted into electric impulses readable by a computer. Every time a baby moved, it corresponded with a movement, pass or shot on a virtual pitch.
Acording to the agency, the campaign was a big success on social media, and within one month, Estudiantes De Caracas had exceeded applications for the year.