Sport Club Recife Digital, Case study IMMORTAL FANS by Ogilvy Sao Paulo

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IMMORTAL FANS

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Industry Sports Teams & Events
Media Digital, Interactive & Mobile, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Roberto Fernandez David
Art Director Joao Coutinho
Copywriter Roberto Fernandez, Paco Conde
Producer Patricia Cortes, Gilberto Filho, Veronica Beach, Renata Neumann David
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Best Integrated Campaign Led by Promotion and Activation Grand Prix
Outdoor Lions Ambient; Small Scale Special Solutions Gold
Promo and Activation Lions Product & Service; Corporate Image & Information Gold
PR Lions Sectors & Services; Corporate Communication Gold
Promo and Activation Lions Use of Promo & Activation; Best Use of Guerilla Marketing in a Promotional Campaign Gold
Direct Lions Product & Service; Corporate Image & Information Silver
Direct Lions Best Use of Digital Direct Marketing; Social Media & Viral Marketing Bronze

Credits & Description

Type of entry: Product & Service
Category: Corporate Image & Information
Advertiser: SPORT CLUB RECIFE
Product/Service: FOOTBALL CLUB
Agency: OGILVY BRASIL São Paulo, BRAZIL
Chief Creative Director: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Paco Conde/Roberto Fernandez (Ogilvy Brasil)
Art Director: João Coutinho (Ogilvy Brasil)
Copywriter: Paco Conde (Ogilvy Brasil)
Producer: Gilberto Filho/Patricia Cortes/Veronica Beach/Renata Neumann (Ogilvy Brasil)
General Manager: Luis Carlos Franco (Ogilvy Brasil)
Group Account Director: Ana Paula Perdigão (Ogilvy Brasil)
Account Director: Mauro Frota/Amanda Madeiros (Ogilvy Brasil)
Head Of Digital: Daniel Tartaro/Tatiana Michelan (Ogilvy Brasil)
Project Manager: Renata Rolin (Ogilvy Brasil)
Account Digital: Tomaz Praça (Ogilvy Brasil)
Uxd Designer: Rodrigo Lima (Ogilvy Brasil)
Planning: Bruno Cunha/Camila Coelho (Ogilvy Brasil)
UXD Director: Pablo Moura (Ogilvy Brasil)
Marketing Manager: Gabriel Freire (Sport Club Recife)
Alê Braga/Deko Schmidt/Marcela Borseau (Homem De Lata)
Krystn Wagenberg/Marcela Borseau/Jacks Genega/Casey Cayko (Lost Planet)
Motion Designer: Tulio Inoue/Thiago Bancaro/Guilherme Todorov (Ogilvy Brasil)
Lucas Duque/Bernardo Massot/Geraldo Cortes (Sonido)
Greg Moore/Jamie Masters/Greg Moore (Adelphoi Music)
Describe the brief from the client
Sport Club Recife is known for having some of the most passionate fans in Brazil. They are fans from birth to death. We wanted to push their passion further as no other football team has done before.
Our strategy was to create a new kind of fan: the Immortal Fans. Their hearts, eyes, lungs... could keep cheering for Sport Club Recife even after death.

Creative Execution

While most football team´s communications have a commercial drive inviting fans to buy more merchandising and tickets, our idea had a bigger purpose creating a lifetime commitment between the fans and the Sport Club Recife brand. At the same time, we offered a good reason to people who had never thought about donation to donate: their passion for their team.


Creative Solution to the Brief/Objective.

In partnership with Recife Transplant Center, we created the first Organ Donor Card for a football team. The Organ Donor Card keeps the passion of the fans alive through the lives of others. And, at the same time, solves the biggest barrier to organ transplants in Brazil: family authorization. An integrated campaign launched the Organ Donor Card featuring real patients on transplant lists. And we created an App for fans to get their Organ Donor Cards through Sport Club's website and Facebook. Fans could choose to print their own card or receive it at home by mail.


Results

• Over 51,000 organ donor cards and counting.
• Organ donation increased by 54% in a year, breaking a historic record.
• The waiting list for heart and corneal transplants in Brazil was reduced to zero.
• We created a lifetime commitment between fans and the Sport Club Recife brand.
• Dozens of lives saved including all the patients featured in the campaign.