The MMAds

Background
The UFC is the biggest MMA competition on the planet, bringing together the best fighters at each event and attracting millions of viewers. Alongside renowned global brands, all fiercely competing for space and attention. In this scenario, how can Bálsamo Bengué - also known as Bengay - stand out as the best solution for muscle pain and bruise relief?

Idea
In partnership with the Ultimate Fighting Championship, Bálsamo Bengué introduced the MMAds: the first-ever octagon sponsorship placed exactly at the pain spot. To make it happen, we used computer vision (Al.) and statistical analysis to process over 5,000 male and female fights from both the prelims and main cards in UFC history.
Based on this data, we identified the area of the octagon with the highest concentration of knockouts and submissions - in other words, where the pain hits hardest during a fight. And that's exactly where the brand was showcased, in a strategic spot seen by millions during a live UFC event, in Mexico City. Because where there is pain, there is Bálsamo Bengué.

Results
1,1 BILLION Impressions
$ 7,620,370 Globally Earned
Experienced by 22,300 people
3,2MM Viewers on live TV
33% More visibility compared to the second best-ranked brand
And with only 1% of the investment of master sponsor