Gol Linhas Aereas: Case study

Credits & Description:

Brand GOL AIRLINES
ALMAPBBDO Sao Paulo, Brazil Entrant Company
ALMAPBBDO Sao Paulo, Brazil Idea Creation
ALMAPBBDO Sao Paulo, Brazil Production
SAIGON Sao Paulo, Brazil Production
SATELITE AUDIO Sao Paulo, Brazil Production
ALMAPBBDO Sao Paulo, Brazil PR
ALMAPBBDO Sao Paulo, Brazil Media Placement
Luiz Sanches AlmapBBDO Partner/Chief Creative Officer
Bruno Prosperi AlmapBBDO Executive Creative Director
Bruno Prosperi AlmapBBDO Creative Director
Andre Gola AlmapBBDO Creative Director
Keka Morelle AlmapBBDO Creative Director
Marcelo Nogueira AlmapBBDO Creative Director
Pernil AlmapBBDO Creative Director
Ricardo Chester AlmapBBDO Creative Director
Fernando Duarte AlmapBBDO Copywriter
Henrique Del Lama AlmapBBDO Art Director
Dois Saigon Director
Kito Siqueira Satélite Áudio Sound Producer
Roberto Coelho Satélite Áudio Sound Producer
Vera Jacinto AlmapBBDO Agency Producer
Diego Villas Boas AlmapBBDO Agency Producer
Ana Paula Casagrande AlmapBBDO Agency Producer
Teresa Setti AlmapBBDO Art Buyer
Maryanna Orru AlmapBBDO Art Buyer
Fernanda Tedde AlmapBBDO Accounts VP
Renata Carvalho AlmapBBDO Account Director
Viviane Sgarbi AlmapBBDO Account Executive
Cintia Gonçalves AlmapBBDO Partner/Chief Strategic Officer
João Gabriel Fernandes AlmapBBDO Planning VP
David Gross AlmapBBDO Planning
Marília Lacerda AlmapBBDO Planning
Paulo Kakinoff GOL Linhas Aéreas Approval
Eduardo Bernardes GOL Linhas Aéreas Approval
Mauricio Parise GOL Linhas Aéreas Approval
German Carmona GOL Linhas Aéreas Approval
Cristianne Santos Miyabe GOL Linhas Aéreas Approval

Synopsis
GOL is the official airline of the Brazilian national team, and 2018 is a World Cup year. The single year where this expensive asset can really pay for itself. But, the thing is, it’s a World Cup year, and in Brazil, it’s impossible to check out TV, Facebook, Youtube, radio, Twitter, Instagram or any other media, and not see a campaign with a Brazilian player, especially Neymar, who has more than 92 million followers on Instagram, 62 million fans on Facebook, and, thanks to all that, contracts with almost 30 brands. This makes thingsdifficult when you want to enjoy all the benefits of your sponsorship deal and, at the same time, cut through the noise.

Strategy
We let the media and, above all, the sports press know that we signed a contract with Neymar to be the star in our campaign, just to surprise everyone at the campaign-launch press conference with a doppelgänger. Yes, the media was expecting to see Neymar and maybe score a interview with him. That was sufficient to get the press talking about the campaign, even before its launch. After that, the campaign spoke for itself. Even on social media, we decided to not use a single post from him, but to sponsor his existing training posts.

Outcome
690 Million impressions. More than 3.2 milion dollars (estimated) in free media. More than 5.4 times more mentions about the sponsorship and the campaign than all the other Neymar sponsors combined (during the campaign period). The airline mostassociated with the World Cup in Brazil.

Execution
We hired Neymar, and paid him to grant not only the exclusivity for all airlines, appearances in an all media campaign, with more than one hundred different executions, in something that would take 80 hours of his time shooting for TV and social, striking poses for print, OOH, banner, attending conventions, live-streams, press conferences, recording radio spots and airplane voiceovers, etc. And we used substitutes for every single medium. From doppelgängers to voice impersonators, from actors using Neymar masks to newborns named after him. And in every single medium we made it really clear that we could have used the real Neymar, but, in a year like this, we'd rather let him spend his time training.

Campaign Description
We hired Neymar to star in our campaign, and didn’t use him at all, which we made very clear in every single execution. Because the brand believes that, in a World Cup year, his time should be spent training, not doing ads. And, of course, to get the campaign talked about.