Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: VIVO
Product/Service: SPONSORSHIP OF THE BRAZILIAN NATIONAL SOCCER TEAM
Agency: WUNDERMAN BRAZIL
Creative Vice President: Paulo Sanna (Wunderman)
Creative Director: Adriano Abdalla (Wunderman)
Creative Director: Rodrigo Jatene (Wunderman)
Associate Creative Director: Alexandre Lima (Wunderman)
Technology Director: Bruno Mosconi (Wunderman)
Copywriter: Rafael Palermo (Wunderman)
Art Director: Raphael Gentil (Wunderman)
Art Director: Rodrigo Zanchini (Wunderman)
Copywriter: Ricardo Diniz (Wunderman)
Associate Creative Director: Fabio Matiazzi (Wunderman)
Producer Director: Ricardo Ramos (Wunderman)
Producer Director: Rodrigo Cassino (Wunderman)
Account Director: Alessandra Santana (Wunderman)
Operations Vice President: Cristiano Sperb (Wunderman)
Account Director: Marcelle Resende (Wunderman)
Technology Developer: Yes (Yes)
Film Production: Adorni Filmes (Adorni Filmes)
Media placement: Live Event - Campus Party - 7 February 2012
Media placement: Live Event - Arena Vivo - 23 March 2012
Describe the objective of the promotion.
To promote Vivo’s – Brazil’s largest mobile operator – sponsorship of the Brazilian national team using an unconventional campaign that differentiates the brand from other sponsors - reaching millions of fans/consumers and building the image that Vivo 'connects' (connection is the brand’s main communications pillar) among this legion of people who love soccer and their country.
Describe how the promotion developed from concept to implementation.
The Brazilian national soccer team was an asset available to all sponsors; so instead of using it we invented our own asset, the Vivo Patriotic Ball – which plays notes from the national anthem every time it is kicked – and used it in a series of promotional actions throughout the country. Whoever managed to juggle the ball longer, playing more of the national anthem, could win instant prizes. We started activating the sponsorship in fairs such as the Campus Party – the country's largest digital innovation event – as well as in other sports sponsored by Vivo, Vivo stores throughout the country and public venues with large concentrations of people, such as parks, universities and stadiums.
Explain why the method of promotion was most relevant to the product or service.
When it comes to soccer, the fan’s eyes are not focused on advertising, but on the ball. Therefore, instead of reinventing the wheel, we decided to reinvent the ball, and created the Vivo Patriotic Ball, an object capable of sparking the curiosity of millions of soccer fans around our message. And every soccer fan is also a fan of competitions in general. This is why the promotional dynamics with the ball and the search for the fan who could play the national anthem the longest by juggling it proved so effective and generated several videos and discussions on social networks related to Vivo and the sponsorship.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Foot by foot the ball generated interaction between the audience and the brand, word of mouth, and social media conversations. But above all, Vivo became the top-of-mind sponsor among the 12 brands that support the Brazilian national team.