Category: Best Sponsorship or Partnership Campaigns
Advertiser: CLUBE DE REGATAS DO FLAMENGO
Product/Service: UNICEF PARTNERSHIP
Agency: CARADECÃO
Agency: AFRICA PUBLICIDADE
Creative: Sergio Gordilho (Africa Sao Paulo)
Creative: Marcio Juniot (Africa Sao Paulo)
Creative: Vico Benevides (Africa Sao Paulo)
Creative: Ricardo Franco (Africa Sao Paulo)
Creative: Gabriel Jardim (Africa Sao Paulo)
Account Manager: Beto Pires Ferreira (Africa Sao Paulo)
Account Superviser: Felipe Soalheiro (Africa Sao Paulo)
Director: Luiz Leitao (Cara De Cao Producoes)
Producer: Neusa Duarte (Cara De Cao Producoes)
Client: Patricia Amorim (Clube De Regatas Flamengo)
Client: Cristiana Lobo (Clube De Regatas Flamengo)
Unicef: Alexandre Amorim (Unicef)
Media placement: Ambient Media - Soccer Stadium - 6 November 2011
Describe the objective of the promotion.
Flamengo, the most popular soccer team in Brazil, has made a partnership with UNICEF.
The objective was to present this unprecedented union to Flamengo supporters and all soccer fans.
Describe how the promotion developed from concept to implementation.
We went to a UNICEF project in a poor neighbourhood of Rio de Janeiro.
We asked the children assisted by UNICEF to draw numbers from 1 through 9.
Then we took these numbers to the official uniform manufacturers of Flamengo.
The numbers were printed on the official shirts for the game against the team of the Cruzeiro.
On 06/11/2011 Flamengo took the field, with an audience of more than 30,000 people with their shirt numbers made by children in UNICEF.
Explain why the method of promotion was most relevant to the product or service.
It was the first time a football team changed the numbers on their shirts to promote a partnership, live, for the whole country. So this called very much attention from the audience.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The results couldn't be better. Flamengo played against Cruzeiro with the children's numbers on their jerseys. The game was broadcasted live.
The most important sports shows and newspapers noticed the children numbers and the partnership.
Besides that, on the day of the game, the partnership was a trending topic on Twitter with more than 3,500 mentions in a couple of hours.