Petrobras Promo, Case study TROPHY TOUR F1 2011 BRAZIL by Momentum Sao Paulo

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Industry Automotive products, services and accessories, Raw Materials & Minerals
Media Promo & PR, Case study
Market Brazil
Agency Momentum Sao Paulo
Creative Director Nina Lucato
Art Director Gustavo Velho, Ricardo Olimpio, Ricardo Sanchez - Rodrigo De Ontanon
Copywriter Fabricio Franco, Rafael Simi
Producer Jose Antonio De Melo E Silva
Released October 2011

Credits & Description

Category: Corporate Communication
Advertiser: PETROBRAS
Product/Service: OIL AND GAS
President: Marcos Lacerda (Momentum Brazil)
Chief Creative Officer: Danilo Moraes (Momentum Brazil)
Chairman Momentum Entertainment Group: Beto Lima (Momentum Brazil)
Creative Director: Nina Lucato (Momentum Brazil)
Operations Director: Guilherme Ishikawa (Momentum Brazil)
Planning Director: Rodrigo Coelho (Momentum Brazil)
Planner: Felipe Botton (Momentum Brazil)
Art Director: Ricardo Sanchez (Momentum Brazil)
Art Director: Gustavo Velho (Momentum Brazil)
Copywriter: Rafael Simi (Momentum Brazil)
3D Project: Agostinho Zanon (Momentum Brazil)
Studio: Oswaldo Kora (Momentum Brazil)
Digital Content Director: Giovani Rivettti (New Content)
Copywriter: Fabrício Franco (Momentum Brazil)
3D Producer: Rodrigo Amaral (Momentum Brazil)
Art Director: Ricardo Olimpio (Momentum Brazil)
Art Director Assistant: Fabio Vilhena (Momentum Brazil)
Art Director Assistant: Samuel Guzman (Momentum Brazil)
Producer: Antônio Silva (Momentum Brazil)
Market Intelligence Manager: Marcel Faria (Momentum Brazil)
Media placement: Website - Http:// - 28/10/2011
Media placement: Petrobras Channel - Http:// - 28/10/2011
Media placement: Press - Magazines - 28/10/2011

Summary of the Campaign
This work was very important for Petrobras, because the company has an achievement that is difficult for people to understand. Our campaign had the challenge of making it less complex and funnier.

The strategy was to mix a passion of Brazilians for motor sports with new media to generate spontaneous media.

The results were better than we expected, because the spontaneous media was enormous, making this a Public Relations case.

The Situation
Petrobras is the only company on Earth which can explore oil in the pre-salt layer. The specialists in Brazil and other countries estimate that the discovery of the pre-salt layer will change the Brazilian economy, and generate new jobs, turning Brazil into a special player worldwide.

But this topic, that mixes geology and economy, is too difficult for people to understand. We had to make it easier and funnier, to explain the importance of the pre-salt layer and the work of Petrobras.

The Goal
The main objective was to get the title sponsorship of Petrobras in F1 to disclose the pre-salt project to motorsport lovers and to the Brazilian population.

The pre-salt layer is the most important project of Petrobras. It increased foreign investment and has a very positive feature for the company in terms of technology and originality. But the public did not understand what pre-salt is. Using the F1 and the Brazilian passion for motor sport we could convey that message.

The Strategy
People in Brazil love motor sports, because the country has a great tradition of champions. And Formula 1 involves technology, research, team work and courage, all of them very important skills for Petrobras too, because they needed to resort to all these skills to discover oil in the pre-salt layer.

In Formula 1, only 1 team wins. And in the world, only Petrobras can go under 5,000 metres under the sea. Only Petrobras has the technology to work in the pre-salt layer. So, only Petrobras could make this trophy.

First, we created the most valuable trophy in the world with a talented artist, a trophy made with a stone that Petrobras brought from the pre-salt layer. Then, we showed this to the population using 2 videos on internet. And made exhibitions of the trophy in the most important cities in Brazil. In these exhibitions, multimedia station explained people how Petrobras could make the trophy. Journalists also received a piece of the pre-salt layer, maximising the impact on the press.

Documented Results
More than 3m people visited the exhibitions in the most important cities in Brazil. In just 15 days, 42 stories about the trophy were broadcast in the main vehicles of the country. Spontaneous media was valued at 1m dollars.

And more than 50m people around the world saw the trophy on TV on the Grand Prix day. But, most important, a lot of people started to know more about the work at pre-salt, the greatest trophy in the history of Petrobras.