Olympikus Print SOUNDS OF GLORY by DM9Sul Porto Allegre

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SOUNDS OF GLORY

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Industry Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper
Market Brazil
Agency DM9Sul Porto Allegre
Creative Director Eduardo Menezes, Rafael Bohrer
Art Director João Pedro Vargas, Diego Wortmann, Gabriel Gama
Copywriter Saulo Barbosa
Account Supervisor Marcio Callage
Released August 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: OLYMPIKUS
Product/Service: FLAMENGO’S SPORTS MATERIAL SUPPLIER
Agency: DM9SUL
Creative Director: Rafael Bohrer (DM9Sul)
Creative Director: Eduardo Menezes (DM9Sul)
Copywriter: Saulo Barbosa (DM9Sul)
Art Director: Diego Wortmann (DM9Sul)
Art Director: João Pedro Vargas (DM9Sul)
Art Director: Gabriel Gama (DM9Sul)
Art Buyer: Mariene Braga (DM9Sul)
Account Supervisor: Márcio Callage (DM9Sul)
Account Executive: Claudia Schneider (DM9Sul)
Account Planner: Márcio Callage (DM9Sul)
Account Planner: Everson Klein (DM9Sul)
Media Director: Sílvio Calissi (DM9Sul)
Digital Production: Thiago Vanigli (DM9Sul)
Digital Production: Rafael Greiner (DM9Sul)
Digital Production: Renata Munaretto (DM9Sul)
Approval: Pedro Bartelle (Olympikus)
Approval: Tulio Formicola Filho (Olympikus)
Approval: Ana Cristina Hochscheidt (Olympikus)
Approval: Debora Gentil (Olympikus)
Media placement: Globo - Radio - 13/12/2011

Describe the objective of the promotion.
Flamengo, Brazil’s most popular football team, was celebrating the 30th anniversary of its greatest victory: the 1981 World Championship. Olympikus, supplier of Flamengo’s sports materials, wanted to make the most of the date to strengthen its relationship with fans, and do more than pay a simple tribute.

Describe how the promotion developed from concept to implementation.
We decided to bring back the greatest moment in the club’s history. On the same day, time and way as 30 years ago: on the radio. Instead of buying a standard media format, we convinced Rio de Janeiro’s most well-respected radio station to alter its schedule. During a time slot they usually dedicated to music, we broadcast again the original match narration. In its entirety. Play by play.
In order to ensure the experience would be as realistic as possible, Olympikus only appeared at the beginning and end of the broadcast, without interrupting the narration.

Explain why the method of promotion was most relevant to the product or service.
Radio is the form of media most closely related to football in Brazil. The fan’s inseparable companion. A form of media that stimulates the imagination, helping bring back memories.
Not only that, but it’s an agile form of media that responds quickly, exactly what we were looking for. Therefore, it was the perfect media for carrying out our action.

Describe the success of the promotion with both client and consumer including some quantifiable results.
A 300% larger audience, at over 90,000 listeners/minute. And 900% larger for online radio. It was so successful that it was a hot topic on the radio the next day. The broadcast was the dominant subject on Twitter as well, with 5 trending topics over a 12-hour period, generating potential impact of 14,297,107, able to fill Maracanã Stadium 174 times.
On Rio de Janeiro streets, cheers, horns and fireworks sounded at every Flamengo goal.
On Twitter, thousands of moving thank-you-Olympikus messages from fans for the tribute.
And all with a radio investment of less than $27,000.