Unofficial Goals by Cerveza Aguila
Colombian football is rich in talent, but its domestic league has one of the lowest goal averages in South America—just 16.8 missed shots per game. For fans, fewer goals mean fewer chances to celebrate. So Aguila, Colombia’s iconic beer brand and a longtime football sponsor, decided to flip the narrative. With “Unofficial Goals”, Aguila rewarded fans not for goals scored—but for goals missed. It wasn’t just clever—it was cathartic.
Campaign Overview
“Unofficial Goals” launched in 2024 across Colombian stadiums. Aguila installed goal-shaped mats with motion sensors in the advertising spaces beside the actual goalposts. When a player missed the real goal but hit one of these side mats, it triggered instant beer discounts—redeemable in-stadium and via e-commerce platforms.
The campaign was supported by a hero film, influencer content, and stadium activations. It also included digital integrations that allowed fans to track “unofficial goals” and claim rewards in real time.
Campaign Objective
Aguila aimed to:
Reignite fan excitement in a low-scoring league
Reinforce its brand identity as joyful, irreverent, and football-first
Innovate within traditional stadium advertising formats
Drive beer sales through real-time, gamified discounts
The goal was to turn missed goals into marketing goals—and make every shot count.
Execution
Sensor-Embedded Ad Mats: Installed beside goalposts, these mats detected ball contact and triggered discounts.
Real-Time Redemption: Fans received beer discounts instantly—either via stadium vendors or online platforms.
Hero Film: A playful ad explained the concept and showed fans celebrating missed shots.
Social Media Buzz: Fans shared their “unofficial goal” moments, turning misses into viral content.
Data-Driven Targeting: Aguila used match data to predict high-miss games and amplify activations.
Brand Impact
“Unofficial Goals” positioned Aguila as a brand that understands football’s emotional rhythms. It resonated with fans, players, and sponsors alike—making the brand part of the matchday experience, not just the advertising.
Results
Unofficial Goals by Cerveza Águila turned disallowed football goals into real-time celebrations by offering fans instant beer discounts. The campaign triggered thousands of discounts during live matches, driving a significant lift in both stadium engagement and e-commerce beer sales.
It earned major creative recognition, winning at The One Show 2024 in Direct Marketing, and was featured in Ogilvy’s global showcase and international creative press. With high fan sentiment and strong social media engagement, the campaign successfully turned moments of disappointment into shared celebration — strengthening Águila’s bond with football fans everywhere.
Lessons Learned
“Unofficial Goals” teaches us that failure can be reframed. The campaign also shows the power of media innovation—when you redesign the format, you redesign the experience. And finally, it proves that brands can celebrate with fans, even when the scoreboard doesn’t.
