In this World Cup year of 2014, Panasonic wanted to increase its support for Neymar Jr., the Brazilian ace it has supported since 2010. However, since Panasonic is not an official FIFA or Team Brazil sponsor, it was unable to show up at the actual game venues. Dentsu Inc. Tokyo focused on how there were tens of millions of Neymar Jr. fans around the world who were in exactly the same situation - who couldn't buy a World Cup ticket, and Barcelona was too far away to go see Neymar Jr. playing there. But, together with those fans, Dentsu wanted to express their passionate support and do what we could to build up enthusiasm around the world for the 2014soccer scene; this is what has given rise to the 'Neymar Jr. Chant'. Neymar Jr. Chant created from fans' messages and the best Neymar Jr. goals and moves on Panasonic Facebook Pages.
Lyrics were created from fans' messages, A beat was created from the chosen TOP 10 goals and moves. Within 3 days of the This Chant PV release over 500,000 views, News coverage in over 10 countries worth 5,000,000 USD of advertising. A week later Barcelona and Brazil fans start chanting! We also managed to strengthen the connection between Neymar Jr. and his fans.
