A local face

Motorola Colombia needed a local face, because the content from its global football sponsorship did not connect with the Colombian public.

The problem was to make that sponsorship local: build closeness and conversation with the Colombian football fan, with a face and a story of its own. The agreed goals were to exceed 5% engagement on the content, reach as many Colombians as possible during the campaign and build a frictionless relationship with whoever became that face.

Mashin selected a sports talent as Motorola's ambassador in Colombia and managed the relationship end to end: negotiation, contract, campaign, production and the relationship with the talent throughout the campaign.

To choose the talent, the team searched for sports profiles and analyzed them with X7, Mashin's tool that analyzes influencer profiles and matches them with the brand's strategy, to measure their fit with Motorola.

With Portela in charge of production, the Mashin team developed the concept and scripts for each piece, adapted Motorola's global proposal to Colombia and traveled with the whole crew to Medellín to film, because the ambassador's schedule meant producing where he was. The content ran on Motorola Colombia's channels: 24 organic pieces for Instagram, Facebook and TikTok, including reels, videos and posts, which were also used in digital advertising, national TV, radio and out-of-home, with media planning handled by Essence Media.

A promotion tied to the sponsorship, with prize draws or discounts, was ruled out, and a campaign built on content and a bond with the fan was prioritized.

Other sports talent profiles were also ruled out: in the X7 comparison, the one selected was the best fit for the brand.