Hemobali Case study My blood is red and black [Video], 1 by Leo Burnett Tailor Made Sao Paulo

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My blood is red and black [Video], 1

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Industry Business equipment & services, Corporate Image
Media Case study
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Executive Creative Director Guilherme Jahara
Released June 2012

Awards

Cannes Lions 2013
PR Lions Sectors & Services; Corporate Responsibility Silver

Credits & Description

Advertiser: HEMOBA / ESPORTE CLUBE VITÓRIA
Agency: LEO BURNETT TAILOR MADE
Category: Celebrity Endorsement
Advertising campaign: MY BLOOD IS RED AND BLACK
Agency Producer: Camila Aquino (Leo Burnett Tailor Made)
Agency Producer: Celso Groba (Leo Burnett Tailor Made)
Art Directors: Alexandre Pagano (Leo Burnett Tailor Made)
Client´s Approval: Alexi Portel (Hemoba/Esporte Clube Vitória)
Media: André Massuda (Leo Burnett Tailor Made)
Copywriters: Erick Mendonça (Leo Burnett Tailor Made)
Account: Junior Bottura (Leo Burnett Tailor Made)
Planner: Marcello Magalhães (Leo Burnett Tailor Made)
Creative Directors: Marcelo Reis (Leo Burnett Tailor Made)
Creative Directors: Rodrigo Jatene (Leo Burnett Tailor Made)
Planner: Tiago Lara (Leo Burnett Tailor Made)
Art Directors: Rodolfo Fernandes (Leo Burnett Tailor Made)
Presenter: Wagner Moura
Client´s Approval: Adilson Baptista Jr. (Hemoba/Esporte Clube Vitória)
Production Company: Fernando Sanches (Vetor Zero/Brasileira Filmes)
Art Directors: Guilherme Jahara (Leo Burnett Tailor Made)
Creative Directors: Guilherme Jahara (Leo Burnett Tailor Made)
Client´s Approval: Leandro Hamiro Dos Santos (Hemoba/Esporte Clube Vitória)
Planner: Manuela Gambagorte (Leo Burnett Tailor Made)
Chief Creative Officer: Marcelo Reis (Leo Burnett Tailor Made)
Agency Producer: Maria Fernanda Moura (Leo Burnett Tailor Made)
Account: Pablo Artega (Leo Burnett Tailor Made)
Account: Anelene Putini (Leo Burnett Tailor Made)
Production Company: Bia Flecha (Vetor Zero/Brasileira Filmes)
Client´s Approval: Carlos Sérgio Falcão (Hemoba/Esporte Clube Vitória)
Media: Fernando Sales (Leo Burnett Tailor Made)
Photography: Gabriel Teixeira
Executive Creative Director: Guilherme Jahara (Leo Burnett Tailor Made)
Copywriters: João Caetano Brasil (Leo Burnett Tailor Made)
Agency Producer: Rafael Messias (Leo Burnett Tailor Made)

Campaign Description
Blood banks suffer their greatest shortages of blood in the months of June and July. For Hemoba to meet the demand of the population, it was necessary to increase the amount by 25% during this period. So, we took off the red of the Vitória’s centenary uniform. Only with the direct participation of the fans, through blood donations, would the colour of the jersey go back to normal, stripe by stripe as blood was being donated. The idea quickly became a topic of National interest and resulted in people donating blood.

Client Brief Or Objective
As we said, we needed to increase donations by at least 25%. The period chosen was the time when the blood banks’ suffer their biggest shortages. This happens because of school vacations (families travel around the country together) and traditional regional festivities. So, we needed to become part of something the whole population pays attention to throughout the year.

Effectiveness
An increase in blood donations of 46% (the original goal was 21%). With an investment of US$ 15,000.00, US$ 8,000,000.00 was generated in spontaneous media. Approximately 130 million people were impacted: more than 1 billion page views on the web and there were 935 minutes of TV exposure, including matches, after match shows and articles. There was a huge national and international response. Even the supporters of Bahia, Vitoria’s biggest rival, joined the campaign. Video game players developed the new uniforms for the Pro Evolution Soccer 2012. The jersey became the third official uniform of the club and there was even a pirate version, which could be found at street vendors. The club immortalized the campaign in its memorial and is producing a documentary.

Execution
It started with a press conference minutes before the first match of the campaign. Then the team entered the field in shirts without the red stripes. Simultaneously, we delivered a press kit to hundreds of sports journalists and influential fans. Besides the new jerseys, fans at the stadium were targeted in two other ways: they received a flyer and watched an endorsement by actor Wagner Moura, who played 'Capitão Nascimento' in the 'Elite Squad' films and is a fanatical supporter. Right after the match, we launched a TV spot on local stations, a Facebook page and print ads in local newspapers and magazines. They were aired during the 10 matches of the campaign. Since the first match, we've continually sent promotional kits to TV shows, resulting in extensive coverage. Each match turned the stadium into a live advertisement, spreading the message all over the country during match coverage.

Strategy
It’s a fact: people are only motivated to donate blood when someone they like is in need. Thus, we decided to invite people to donate blood to their greatest passion: their football club.

Relevancy
What’s more powerful and engaging in Brazil than football? What has more coverage than football in all media channels? In a country that loves the sport so much, we took advantage of the fame and impact of celebrity players and teams to create a buzz and spread our message.