The brand reissued its successful promo and if the National Team wins in Qatar it would have to return US$1,000,000.
By nose and sense of opportunity, Noblex reissued its successful World Cup promo. On October 30th, Noblex, the Newsan group’s flagship TV brand, launched “God pays: if the Argentine National Team wins the World Cup, Noblex will give you your money back”. Apart from the millions of Argentines excited with the team of Messi and Scaloni in the semifinals, there are a handful that could celebrate twice.
The Noblex promo lasted one day. It was officially presented on October 30 (Maradona’s birthday) and promised to return the full amount of the most expensive televisions in its catalog in the event that Argentina was consecrated in Qatar 2022. The company obtained its revenue. That day they shipped 300 65″ units, which cost $280,000, and 230 75° units, at $350,000 each.. On average, the brand sells 75 of that range’s televisions per month.
“Commercially we did very well, we exceeded our objective and we made sales for US$ 1,000,000equivalent to a third of the annual sales of this type of product in a single day”, explains Newsan’s Marketing Director, Marcelo Romeo. Regarding the possibility of restitution of such an amount in the event that Messi wins the Cup, the executive said that “if this situation occurs, far from being a burden or a commitmentwe would see it as a celebration.”
Noblex repeats the successful advertising of the end of 2017, when he promised to give away TV in case Argentina did not qualify for the World Cup in Russia. It was 4 dates from the end of those qualifiers, with a Selection on the brink of elimination. Precisely for this reason, the campaign caused a furor and its impact was such that the story was the focus of a book, also a case study of the IAE and later a film (“El Gerente”), a mix of fiction and reality.
The film, directed by Ariel Winograd and starring Leonardo Sbaraglia, Carla Peterson, Cecilia Dopazo and Pipo Luque, was also a success. Premiered on October 20 on the streaming platform Paramount +, still occupies the first position in the ranking worldwideabove Paw Patrol and Top Gun: Maverick, as revealed on his Twitter account by its producer, the specialized journalist Axel Kutchevasky.
As in all of the World, TVs are positioned as the star product in the consumer electronics market. In the industry they estimate to close the year with 3.2 million units sold. The cycle of greatest euphoria was in the two months prior to the start of the competition, but “it is still selling because Argentina continues with chances,” they said.
The TV models chosen by Noblex for the promotion are considered top of the range, that is, the most valued on the market. The 65″ and 75″ screens based on OLED technology represent only 2% of total sales. The standard size for Qatar 2022 are 50″ and 55″, in 4K. Precisely, the latter were included in the official Ahora 30 program, which allows financing purchases in 30 fixed installments at an annual rate of 48%.
