Sao Paulo City Hall Promo, Case study VIRADA ESPORTIVA 2010 by S/A Comunicacao

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Industry Sports Teams & Events, Shows, Events & Festivals
Media Promo & PR, Case study
Market Brazil
Agency S/A Comunicacao
Director Silvio Bressan
Released November 2010

Credits & Description

Category: Public Sector
Product/Service: SPORTING EVENT
Chief Executive Officer: Marco Antonio Sabino (S/A Comunicação)
Director: Silvio Bressan (S/A Comunicação)
Manager: Thiago Carvalho (S/A Comunicação)
Executive: Fabio Behrend (S/A Comunicação)
Media placement: TV Campaign - TV Globo - 22nd November 2010
Media placement: Rádio Campaign - Rádio CBN - 22nd November 2010
Media placement: Newspaper Campaign - Folha De S.Paulo - 21st November 2010
Media placement: Newspaper Campaign - Guia Folha De S.Paulo - 19th November 2010
Media placement: Newspaper Campaign - Agora São Paulo - 21st November 2010
Media placement: Newspaper Campaign - O Estado De S.Paulo - 22nd November 2010
Media placement: Newspaper Campaign - Guia O Estado De S.Paulo - 19th November 2010

Summary of the Campaign
Brazil will host the 2014 World Cup and the 2016 Olympics. In spite of this, São Paulo, the largest city in Latin America, doesn´t give sport a high priority. Workaholic way of life and lack of infrastructure prevent people from doing sports. However, the city does need to embrace the Olympic spirit. In this context, we find the greatest public event of sports and recreation in the world: The “Virada Esportiva”.

Get people to use public spaces for sports activities.

Involve people for a weekend in a 36h public event, non-stop and free.

To guarantee the event's success, the city hall needed to be able to reach, at the same time, the opinion leaders and the underserved communities. A big range of communication tools had to be used. The main national media, community radio stations and local newspapers, as well as small media vehicles with great reach in the underserved communities were used with the support of the community leaders.

3.7 million people

Front page on national newspapers

Seven cultural guides

6h11 of related content (national TV and radio)

513 media insertions

US$ 12,823,627.00 in media

The Situation
São Paulo, which has some 20 million inhabitants in its metropolitan area, is regarded by the Health Ministry as a sedentary city. The last study made by the Ministry for Health shows that only 12% of the population engages in sports activities. Most people pay little attention to the WHO recommendation that people should take at least 30 minutes of exercise five days a week.

Workaholic way of life and lack of infrastructure prevent people from doing sports.

Our challenge was to encourage people to use public spaces for sports activities.

The Goal
Through good PR, achieve changes in the way of life for São Paulo, wherever sports activities are available to the population as a whole. Engage the city in a programme covering 36 hours where 2,000 free sports activities are on offer, from the wealthier to the poorest neighbourhoods, in order to:

Offer access to zip-line, a hang gliding Simulator, ice rinks (uncommon in Brazil), night-time cycling tours.

Prove that recreation and sports improve the overall quality of life and bring health benefits.

Showcase Sao Paulo’s public spaces available for different sporting and recreation activities.

The Strategy
We used public spaces to draw the attention of society and the media. We took fencers, rowers and Kung Fu fighters to Underground stations. The idea was to create a buzz.

A dedicated Virada Esportiva website was created, containing information about the different activities. Targeting the youth, an important multiplier of the event through social media.

The launch took place at the Soccer Museum. Instead of limiting ourselves to soccer football, a national passion, the event brought together different sports. The demonstrations took place in front of the museum and attendees could interact.

To penetrate the outskirts of the city, the strategy was to place publicity about the Virada in the local community newspapers and also popular radio stations, which are important tools for reaching this audience. The driving principle for all media channels was “embrace the cause” and spread the word about the event.

Special T-Shirts were distributed with the statement "The Virada Esportiva is Coming", to awaken curiosity and draw attention to the event.

Space was taken up in all media, from the local newspapers, radio stations, events guides, cultural sections of national newspapers.

Ensure event was visible to all news broadcasting departments. The Secretary for Sports visited several different media, to raise the importance of sporting activities. Main television stations opened slots on their daily schedules for the event pre-coverage.

Journalists were invited to participate in karting activities through the city’s streets at night.

Live appearances were planned, on both television and radio.

A communication team is scattered around the most active people hot-spots.

The spokesperson actively participated in the 36 hours of the event, acting as a stimulus for the population and vehicles of communication.

Documented Results
In 2010 the Virada Esportiva gathered 3.7 million people during 36 hours of activities. In the first edition, which was held back 2007, there were a million participants. If we consider the four editions combined, then we see that 10 million people have participated in the Virada Esportiva over the four years.

The Virada Esportiva has gained national visibility on television, and through the appearance in all media channels, including 513 insertions unprompted media, we have created news that has generated US$ 12,823,627.00 in spontaneous media.

The Virada Esportiva has led the city to live and breathe sports - more than 40,000 cyclists take to the streets on Sundays.

In the municipal clubs, the demand for children’s sports has soared from 40,000 to 70,000 within four years.

A free circuit of street races has been set up, which now involves more than 50,000 people.