Brazilian soccer club Corinthians came up with a way to raise money to build a training center: it enlisted the voices of its 30 million fans.
Despite being one of the biggest clubs in the world, current Brazilian champion Corinthians lacks the funds of richer teams, and needed to raise money to invest in future talent. So, during games for the Sao Paulo Championship, supporters participated in a challenge: instead of cheering to encourage players, they were invited to sing jingles for brands that supported the project. A machine measured the noise, and the stronger the noise, the more money the club earned from the brands.
According to Copywriter Filipe Medici, a noise meter installed at the game determined whether participating brands would pay up. If the crowds singing the jingles got the meter to its highest peak, the brand would have to give money to the club. If they didn't hit, the brand had no monetary obligation.
Agency DM9DDB devised the campaign, which had support from major advertisers.