Braskem: TROPHY MADE OF RUBBISH

Credits & Description:

Category: Best Use of Special Events and Stunt/Live Advertising

Advertiser: BRASKEM

Product/Service: PETROCHEMICAL COMPANY

Agency: W/

Date of First Appearance: Oct 15 2009 12:00AM

Entrant Company: W/, São Paulo, BRAZIL

Chief Executive Officer: Paulo Gregoraci

Art Director: Guime Davidson

Copywriter: Sergio Franco

Media Manager: Fabíola Sidorenko

Account Vice President: Ronaldo Gasparini

Account Director: André Rossi

Account Director: Roberta Julianelli

Corporate Relations Vice President: Marcelo Lyra (Braskem)

Media placement: Adhesive signage on escapes way - Brazil F1 Circuit - 15/10/2009

Media placement: Internal TV Channel - Brazil F1 Circuit - 15/10/2009

Media placement: TV - Globo - 15/10/2009

Media placement: Pay TV - Sportv, Globonews, CNN, Bloomberg, Bandnews, GNT - 15/10/2009

Media placement: Magazine - Veja, Isto É, Carta Capital - 18/10/2009

Media placement: Newspaper - O Estado de São Paulo, Folha de São Paulo, Valor Econômico - 18/10/2009



Results and Effectiveness

The F1 event was broadcast to over 40 countries.
TV ratings reached 10.4% of audience and 46.5% of total Brazilian population (17 million people).
PR with over than 350 articles on websites, newspapers, magazines and TV, valued at valued at US$10 million.
Highlights were a 90” story on Jornal Nacional, a leadership audience TV news programme, and a 60” TV piece, aired live from the Circuit before the race.

Regarding waste disposal numbers:
- 27 tons plastic waste was collected.
- 4,800 bottle caps to produce the trophy, from 300 bins.
- 129,000 people attended the event, helping us make the trophy.



Creative Execution

The recycling plant was established on the premises of the Circuit five days before the race, allowing us to run tests and get the operation running. The trophy was modelled after Oscar Niemeyer's trophy design of 2008. Several channels were used to promote the action:
- Spots and newspaper and magazine ads, aired before the race to describe the action;
- Adhesive signage on the Circuit escapes way to reinforce Braskem brand;
- Themed VIP boxes alluding to the trophy;
- Tour of the VIP guest lodges to the recycling plant, offering the visitors to experience the design process of the trophy;
- Short ads created for the internal TV channel;
- Signage placed on garbage bins spread throughout the Circuit;
- Ad published after the race, accounting for the figures of the event, such as the amount of garbage collected.



Insights, Strategy & the Idea



To devise a new, bigger effort than the green plastic trophy created in 2008 and to achieve strong visibility to Braskem, one of the world´s largest petrochemicals. Our purpose was to reach opinion leaders and the company´s stakeholders, drawing attention to Braskem´s pioneering and innovative character.

We used the Brazilian leg of the International Formula 1, a major sporting event, and suggested producing the trophy out of recycled plastic. The material for the trophy would be collected at the event. We established a recycling plant at the Circuit, using collectors, sorters, recycling bins, and messages placed all over the event and broadcast on the internal TV channel. This was an effort to invite the visitors to take part on the making of the winner´s trophy through recycling. This way Braskem shows its concern about environment and proper handling of plastic waste.