São Paulo, June 2026 – Every major football tournament is defined by decisive moments. Sometimes it’s an unforgettable goal. Other times, a historic save. But many game-changing moments begin with a simple substitution. Inspired by this insight, Mootag, a performance-focused agency, developed “Substituifone” for Trocafone, a company specializing in the buying and selling of pre-owned and refurbished smartphones. The campaign transforms on-field substitutions into discount opportunities for consumers.
The activation will take place on June 13 during Brazil’s first match of the tournament. With every substitution, the jersey number of the player entering the field will automatically become a discount coupon valid on Trocafone’s website. If player number 10 comes on, consumers receive a 10% discount. If player number 12 enters the match, the discount will be 12%, and so on.
“At Mootag, we understand that real-time marketing only creates value when there is a genuine connection between the topic of the moment and the brand’s DNA. With ‘Substituifone,’ we are not simply riding the wave of the world’s biggest football event; we are connecting a core element of the game—substitutions—to Trocafone’s core business, which is smart exchanges. It’s a strategy that naturally transforms fans’ attention into engagement and conversion,” said Glaucia Machado, Account Manager at Mootag.
Featuring a visual identity inspired by the traditional substitution boards used in football stadiums, the campaign reinforces one of the brand’s proprietary territories: the concept of the smart trade-in. To maximize reach, Trocafone’s social media channels will serve as a real-time coverage hub. Each time a substitution occurs, the corresponding discount coupon will be instantly shared, encouraging fans to follow the match and take advantage of savings opportunities throughout the game.
“At Mootag, creativity is not about aesthetics—it’s a strategic tool for innovation. From the very first briefing, our goal was to avoid the obvious while maintaining relevance. The campaign needed to be fun, dynamic, and genuinely connected to the tournament environment. That’s how ‘Substituifone’ was born: an idea that hacks one of football’s most-watched moments—the substitution board. It’s the instant when every camera stops, every eye focuses, and Trocafone steps onto the field with exclusive discount coupons,” said Becs, Creative Manager at Mootag.
“Trade-ins are at the center of everything we do. That’s why we are constantly looking for new ways to show consumers that upgrading their smartphone can be a smart, affordable, and reliable choice. Finding this connection with one of football’s most symbolic moments allowed us to create an experience that is both relevant to audiences and genuinely aligned with our brand purpose,” said Lais Pereira, Marketing Analyst at Trocafone.
Discounts offered through the campaign are subject to the terms and conditions outlined in the official rules available on Trocafone’s website.
