THE BAPTISM by DM9Sul Porto Allegre for Olympikus

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THE BAPTISM

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Industry Apparel, Clothing & Footwear, Sportswear, Athletic Footwear & Accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Brazil
Agency DM9Sul Porto Allegre
Creative Director Eduardo Menezes, Rafael Bohrer
Art Director Gabriel Gama, Rodrigo Alves Pereira
Copywriter Everton Behenck
Account Supervisor Marcio Callage
Released August 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: OLYMPIKUS
Product/Service: FLAMENGO’S SPORTS MATERIAL SUPPLIER
Agency: DM9SUL
Creative Director: Rafael Bohrer (Dm9sul)
Creative Director: Eduardo Menezes (Dm9sul)
Art Director: Rodrigo Pereira (Dm9sul)
Art Director: Gabriel Gama (Dm9sul)
Copywriter: Everton Behenck (Dm9sul)
Art Buyer: Mariene Braga (Dm9sul)
Account Supervisor: Marcio Callage (Dm9sul)
Account Executive: Claudia Schneider (Dm9sul)
Account Executive: Fabiana Katz (Dm9sul)
Account Planner: Marcio Callage (Dm9sul)
Account Planner: Everson Klein (Dm9sul)
Account Planner: Luisa Bettio (Dm9sul)
Media Director: Silvio Calissi (Dm9sul)
Digital Production: Thiago Vanigli (Dm9sul)
Digital Production: Rafael Greiner (Dm9sul)
Approval: Pedro Bartelle (Olympikus)
Approval: Tullio Formicola Filho (Olympikus)
Approval: Ana Cristina Hochscheidt (Olympikus)
Approval: Debora Gentil (Olympikus)
Media placement: impresso - Jornal Extra - 15/11/2011
Media placement: impresso - Jornal O Globo - 15/11/2011
Media placement: impresso - Jornal O Lance - 15/11/2011
Media placement: online - Facebook ADS - 15/11/2011
Media placement: online - Globo.com - 15/11/2011
Media placement: TV - Globo Esporte - 15/11/2011
Summary of the Campaign
Olympikus is Brazil’s largest sporting brand and sponsors the football club with the most fanatical supporters. On the team’s anniversary, all media vehicles cover the date. The problem lay in obtaining the greatest amount of media attention spontaneously, capitalising on the date for the brand.
To do so, we created a huge fan baptism, on the internet and in real life. We sent a club idol to maternity wards to baptise the children born on the same day as the club's anniversary. Through this, we generated a video for YouTube that promoted a Facebook application which allowed all supporters to be baptised online.
The action managed to obtain space on the largest sports news portal. Furthermore, we offered exclusive coverage of the action in maternity wards to the country’s most popular sports program. They used the baptism as their only report on the club's anniversary. Thus, we gained 1 free minute during primetime television with an audience of 14m people.
The Situation
Olympikus is Brazil’s biggest sports brand; the sponsor of Flamengo football club; the team with Brazil’s largest, most passionate fan base. For them, the team is a religion. On the birthday of Brazil's most popular club, the day is big news in the press and on social networks. How could we make sure the contribution by the sponsoring brand would earn space on the internet and on TV spontaneously?
The Goal
The goal was to obtain the maximum amount of space in the media and to be recognised as the sponsoring brand the best represents the club and supporters.
The Strategy
In order to attain the desired spontaneous media attention we created a simple yet effective strategy.
We offered exclusive coverage of the action to the country’s most popular sports program.
On the day Nunes visited the maternity wards to baptize the children, a team from the program was on site to cover all the action.
Execution
The action began in maternity wards on the morning of the birthday.
There, João Batista Nunes, hero of the only world championship, was baptising little fans who were born on the same day as the club. A video of the baptism was placed on YouTube. He invited everyone to take part in a personalised ceremony on the Olympikus Fan Page, where they could also share and invite their friends to take part as well. The movement gained momentum on the social networks and soon all of the major online sports outlets were talking about the baptisms.
Instead of putting out a press release to the media outlets, we gave exclusive coverage to TV's biggest sports program.
Documented Results
The vehicle’s online channels immediately began providing visibility and, on the same day, the brand’s initiative was broadcast on television, becoming the only story on the clubs anniversary covered by Brazil’s most popular channel. We gained a minute of airtime with an audience of over 14 million people
The biggest sports program on TV covered the baptism with exclusivity.
An entire minute of coverage in front of an audience of more than 14m people. Over 110,000 people underwent and shared the online baptism.
In just 4 days, the brand’s page went from 18,000 to over 140,000 'likes' - a 750% growth.
Gained over US$300,000 in free media.
A 500% return on the investment.
The campaign reached over 30m people.
Olympikus was the sponsor that came closest to fans and became a veritable preacher of the faith called Flamengo.