"That kid's going to be a soccer player." It's a phrase likely uttered by many soon-to-be-moms when they feel their unborn children kick for the first time. That's especially true in soccer-crazed South America. However, according to executives at Estudiantes De Caracas, a professional soccer team and academy in Caracas, Venezuela, fathers in Venezuela are often more excited about the prospect of their children playing soccer than mothers.
So, Estudiantes De Caracas enlisted FCB RG2 to create a campaign, "Little Kicks," to help encourage moms to sign their kids up for one of the team's academies, and make them bigger fans of the sport, in general.
The agency brought in 10 soon-to-be moms and dads to stage a virtual soccer game between unborn kids. Using motion sensor technology attached to the mothers' bellies, the babies' kicks were converted into electric impulses readable by a computer, which the parents could see on a screen.
"From talking with medical experts, we knew that the week of pregnancy in which babies start to move more inside the bellies is week 28, so we casted real moms three months early to have them ready for that week by the day of production," said Exequiel Rodriguez, founder and chief creative officer of FCB RG2.
Every time a baby moved, it corresponded with a kick, pass or shot on the virtual soccer field. The agency shot footage of the "game," complete with excited parents' reactions, for an ad that promoted the team and its soccer academy.
"We knew that for it to resonate, we needed to make it very true and real," Rodriguez said. "Moms and dads did not know what would happen on set, because we wanted to show real emotions from them. There were so many more real kicks than you end up seeing on the film."
In its first 10 days, the campaign generated 750,000 organic impressions on social media, 64 percent of which came from women, and it helped garner more applications for Estudiantes De Caracas' academy. "The idea really worked for the client, and people were really excited about the conversations it generated," Rodriguez said.