Argentinian football fans are admired worldwide for their passion in supporting their clubs and the national team. And the World Cup is the apex of that feeling. But sometimes, they can go a bit overboard - and when that happens, their furniture and appliances end up paying the price.

FC CANNES CASO
The Passion Calculator combines the power of data, the distinctive insight of how Argentinians live and experience football, and a brand that constantly acts towards being relevant to its audience.

Pablo Dachefsky

Executive Creative Director - VML Dubai

How to make FC Hogar & Deco part of the World Cup conversation despite not being an official sponsor of the tournament or of Argentina’s national team.

"Football is passion, and no one gets it like Argentine fans" is a line that came up repeatedly during ideation and gave us the campaign insight: the most passionate fans are not just at the stadium but also in every living room across the country.

The Passion Calculator is an algorithm trained from the social media data of Argentines during soccer matches that categorizes, interprets and predicts how intensely Argentine fans react during World Cup matches and translates it into proportional discounts for new furniture.

The Passion Calculator created over 750 furniture discounts during the World Cup, social media interactions grew by 2,500%, and sales increased 8X.
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