TCL // TCL Golden Whistle

The Brazilian consumer does not usually risk when buying a new TV and, therefore, the two largest brands in the sector dominate more than half of sales. Football seemed a promising ground for gaining the familiarity that the unknown TCL, which already had competitive gadgets, lacked. But how to have visibility in the sport that is dominated by millionaire marketing investments? Scoring a goal by sponsoring a shirt that would be present not in some matches but in ALL: the referee's uniform. The highlight of the campaign was to create unprecedented visibility in Brazilian football, the TCL / ESPN Golden Whistle award, to recognize the best judge of the year in the Silver Ball award (which since 1970 had never awarded the referees their work). The result? Double of units sold in 1 year.