Bandsports: Anti-Rival Vaccine [portuguese language/ spanish subtitles]

Credits & Description:

Brand: BandSports
Media: Ambient
Category: Media
Agency: Ogilvy
Geo: Brazil
BandSports: Anti-Rival Vaccine
What is the very thing a Brazilian sports father fear the most? Seeing a son support the rival team. With that insight, Bandsports created the Anti-Rival Vaccine: an idea that used rivalry to support the children immunization campaign against H1N1. During an outbreak of the virus in São Paulo, we set up a special clinic for football enthusiasts. In there, consultation rooms were fully decorated with the colors of the four major São Paulo soccer teams. Doctors and nurses had jersey-like uniforms and even the syringes were customized. Fathers just had to choose a rival team and their sons H1N1 immunization took place at that team's room. The vaccines were the regular approved ones, only the environment changed. All to make children associate the pain of that experience with the rival, protecting them from the disease and from the wrong team. With Bandsports Anti-Rival Vaccine, sports fathers had two reasons to rest easy: no H1N1 and none of that rival nonsense.
Advertising Agency: Ogilvy, Brazil
CEO: Fernando Musa
General Manager: Luis Carlos Franco
Chief Creative Officer: Claudio Lima
Executive Creative Director: Felix del Valle
Copywriters: Felipe Machado, Bruno Brux, Frederico Teixeira
Art Directors: Ale Koston, Lincoln Lopes, Alexandre Fernandes, Pedro Velasquez
Head of Broadcast Production: Rafael Rosi
RTV: Paty Silveira
Editor: Lucas Pires, Nathalia Kamura
Account Executives: Juliana Fernandes
Media: Flavio de Pauw, Isabela Alberto
Production Company: Hungry Man
Director: Caio Rubini
Executive Producers: Rodrigo Castello, Renata Corrêa
Director of photography: Felipe Meneghel
Photographer: Cláudio Lacerda
Production Sound: Jamute
Outcome:
Our website had a fully booked vaccine schedule within the first days of the campaign. Fathers came to the clinic very willingly and hundreds of children were immunized. The campaign sparked a conversation around H1N1 and drove brand loyalty even further. Neighboring cities expressed interest in implementing the project too.•Over 250 children immunized in the first two days.•400% increase in clinic attendance over the month•Fully booked schedule, with hundreds of people in the waiting list•Other cities and teams are planning to implement the idea
Campaign Description:
What is the very thing a sports father fear the most? Seeing a son support the rival team. To help drive awareness for H1N1 immunization, we created a special clinic for football fans. In there, consultation rooms were fully decorated with the colors of the four major São Paulo soccer teams, and doctors used custom jerseys. Fathers just had to choose a rival team and their sons H1N1 immunization took place at that team's room. The Vaccines were the regular ones, only the environment changed. All to make children associate the pain of the vaccine with the rival team, embedding that experience into their memories forever. With Anti-Rival Vaccine, fathers had two reasons to rest easy: no H1N1 and none of that rival nonsense.
Execution:
The implementation took one day, as we transformed a private clinic into a football fan clinic by completely refurbishing four consultation rooms, decorating them with the colors of the four major São Paulo teams. We chose to place the idea in the heart of São Paulo, appealing to all four teams equally. The Anti-Rival Vaccine clinic operated in full capacity for two days and a full weekend, until the vaccine stock emptied completely. The clinic was meant as a sports stunt, with cameras set all over the place, as a way to scale it better digitally.
Synopsis:
Every year, São Paulo has cases of H1N1. But in 2016, the disease was far more aggressive, striking in the earlier months of the year and with much more intensity. The situation got progressively more serious, driving the government to anticipate the annual children immunization campaign. Bandsports, a beloved hardcore fans sports channel, wanted to tackle that issue with a lighthearted idea. Our brief was to help the city of São Paulo by raising awareness for the H1N1 virus, driving people to seek immunization clinics with urgency. But we needed to boost brand loyalty too, so our main objective was to create an idea that solved the problem in a sports related context.
Strategy:
Our strategy was to use the Brazilians passion for soccer to create a sports stunt to raise awareness for a very serious health issue, driving the conversation about the importance of children immunization against H1N1. The stunt targeted an audience of mainly young fathers, with a hardcore passion for sports. And for these fathers, having a kid that supports the rival team can be a very serious problem, almost as big a threat as H1N1 itself. Because of that, our approach was to use that fear in a very lighthearted way, transforming it into an excuse to immunize children against H1N1. Anti-Rival Vaccine had a very clear call to action: immunize your children against H1N1 and against the rival team. A funny idea that allowed a sports brand to tackle a health issue head on.