Omd: WEAR IT WITH PRIDE

Credits & Description:

Category: Corporate Communication

Advertiser: OMD

Product/Service: CORPORATE COMMUNICATION

Agency: OMD

Agency: FUSE

Managing Director: Filipa Vasques Osório (O M D)

Managing Director: Bernardo Rodo (Fuse/O M G Digital)

Media placement: Corporate Communication - EuroBest Event - 28-30 November



Summary of the Campaign

Portugal is going through troubled times as result of the economic and social crisis. The massive negative media coverage is threatening the Portuguese moral.



OMD believes that any greater challenge needs positive, simple and powerful ideas. Hosting for the first time a prestigious Advertising Festival like Eurobest, we thought: what better way to uplift the mood than to have our prestigious guests endorsing Portuguese culture and friendliness?



How? By inviting them to wear a pin with the Portuguese flag. A pin is something you wear with pride and that somehow define your style, taste or beliefs.



The results were better than expected: every other delegate would wear the pin immediately. Renowned speakers were wearing it on their presentations and interviews. Several delegates wore it to the award ceremony, including jury presidents and the Festival Chairman. There were 1,500 delegates attending from 10 different countries and the Eurobest Festival got media coverage from 23 markets. The positive feedback of the venue (having OMD as one of the founding partners) and organisation resulted in having the festival once again held in Lisbon in 2012.



The Situation

In troubled times there is a demand for bravery, perseverance and self-confidence. As economic and social crisis struck hard at the hope of Portuguese people and businesses, a certain boost for pride could come in hand. OMD believes in positive, simple and powerful ideas.



Hosting for the first time ever such a relevant international advertising Festival as Eurobest, the opportunity was perfect not only to set up an extraordinary Portuguese display of welcoming excellence, but also to show the advertising community and the public in general a reassured and contagious pride in our country.



The Goal

The goal was quite simple: get the Eurobest delegate’s attention to Portugal attributes, represented by the Portuguese flag, and gain their natural endorsement. Through their good word captured by local and international media, we hoped to start a movement of renewed pride in our country.



If we succeeded, every single delegate would walk around with a Portuguese Flag and every media, local and international, would become amplifiers of this endorsement.



The Strategy

Simplicity and engagement were the main ingredients. The Festival’s reputation would bring attention to speakers, delegates and the remaining community. They were expected to give numerous interviews for TV, print and web. Our goal was to invite each delegate to wear a symbol of our country in all public appearances; not just a symbol, but something you wear with pride and that somehow define your style, taste or beliefs: a pin.



Is there anything more authentic, natural or even fashionable than to wear a pin of one’s favorite brand on a coat, hat or bag? Well, as our brand is Portugal, our idea was to pin down the good old Portuguese flag on every single delegate.



Execution

A team of OMD promoters handed out a postcard with a Portuguese flag Pin and instructions on how to wear it to all delegates arriving at the Festival. In addition, postcards were also available at the festival reception desk, calling delegates attention for this initiative.



Almost 1,500 pins were distributed in 2 days. Every other delegate would wear the pin immediately and by the second day a fair share of delegates was already using it upon arrival. Renowned speakers from around the world were wearing it on their presentations and interviews. Several delegates wore it to the party and award ceremony, including jury presidents and the Festival Chairman. By embracing the mood they became amazing ambassadors of Portuguese values and pride targeting a global community.



Documented Results

Every other delegate would wear the pin immediately. Renowned speakers were wearing it during their presentations and interviews. Several delegates wore it to the award ceremony, including jury presidents and the festival's chairman.



There were 1,500 delegates attending from 10 different countries and the Eurobest Festival got media coverage from 23 markets. The positive feedback of the venue (having OMD as one of the founding partners) and organisation resulted in having the Festival once again held in Lisbon in 2012.