Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: OLYMPIKUS
Product/Service: FLAMENGO’S SPORTS MATERIAL SUPPLIER
Agency: DM9SUL
Creative Director: Rafael Bohrer (DM9sul)
Creative Director: Eduardo Menezes (DM9sul)
Art Director: Rodrigo Pereira (DM9sul)
Art Director: Gabriel Gama (DM9sul)
Copywriter: Everton Behenck (DM9sul)
Art Buyer: Mariene Braga (DM9sul)
Account Supervisor: Marcio Callage (DM9sul)
Account Executive: Claudia Schneider (DM9sul)
Account Executive: Fabiana Katz (DM9sul)
Account Planner: Marcio Callage (DM9sul)
Account Planner: Everson Klein (DM9sul)
Account Planner: Luisa Bettio (DM9sul)
Media Director: Silvio Calissi (DM9sul)
Digital Production: Thiago Vanigli (DM9sul)
Digital Production: Rafael Greiner (DM9sul)
Approval: Pedro Bartelle (Olympikus)
Approval: Tullio Formicola Filho (Olympikus)
Approval: Ana Cristina Hochscheidt (Olympikus)
Approval: Debora Gentil (Olympikus)
Media placement: Radio - Radio - December 13th 2011
Insights, Strategy & the Idea
Olympikus is Brazil’s biggest sports brand. The sponsor of Flamengo football club. The team with Brazil’s largest, most passionate fan base. For them, the team is a religion. Thinking of this, we created a Facebook App to commemorate the club’s birthday. In it, João Batista Nunes, the team's idol from their only world title, a veritable saint to the fans, performs a personalised baptism scene. How to launch and promote the application on the club's birthday?
Creative Execution
IDEA: Transform the online baptism into a real baptism. The launch begins live, in maternity wards in Rio de Janeiro on the morning of the birthday. João Batista Nunes was there baptising little fans who were born on the same day as the club. A video with the ceremonies was placed on YouTube and advertisements and birth participations were published in newspapers. They talked about the action in the maternity wards and invited everyone: have your own personalised ceremony on the Olympikus Fan Page.
Results and Effectiveness
The biggest sports program on TV covered the baptism with exclusivity. An entire minute of coverage in front of an audience of more than 14 million people. Over 110,000 people underwent and shared the online baptism. In just 4 days, the brand’s page went from 18,000 to over 140,000 'likes'. A 750% growth. Get over USD $300,000 in free media. A 500% return on the investment. The campaign reached over 30 million people. The application was an absolute success and Olympikus became the most prestigious Brazilian sports brand on Facebook.