Petrobras Promo, Case study BRASILEIRAO PETROBRAS by Colmeia

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Industry Sports Teams & Events
Media Promo & PR, Case study
Market Brazil
Agency Colmeia
Director Vladimir Cunha, Gustavo Godinho
Released June 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: PETROBRAS
Co-Chief Creative Officer/Co-Chief Executive Officer: Eduardo Camargo (colmeia)
Co-Chief Creative Officer/Co-Chief Executive Officer/Executive Producer/Strategy: Andre Passamani (colmeia)
Content Strategy: Leonardo Barbosa (colmeia)
Director: Vladimir Cunha (colmeia)
Director: Gustavo Godinho (colmeia)
Content Strategy: Cristiano Dias (colmeia)
Content Strategy: Artur Louback (colmeia)
Account Services: Anna Fauaz (colmeia)
Client Approval: Leonardo Sá (Petrobras)
Client Approval: Patricia Fraga (Petrobras)
Client Approval: Walter Romano (Petrobras)
Client Approval: Gisele Maciel (Petrobras)
Project Management: Wagner Kanno (colmeia)
Project Director: Ricardo Xocolate (colmeia)
Media placement: Blog Posts / Press Releases - Brainstorm9, Terra, Proxxima, Exame - June, 10, 2010
Media placement: 20 Minidocumentaries - Youtube And Website - June 10, 2010
Media placement: Facebook Page - Facebook - June 10, 2010
Media placement: Twitter Account - Twitter - June 10, 2010
Media placement: 28' Road Movie - ESPN Brazil - Dec 12, 2010
Media placement: Youtube Brand Channel - Youtube - June 10, 2010

Summary of the Campaign

In 2010, Petrobras was the premium sponsor of the Brazilian National Soccer Championship.

Challenge: How to create a strong engagement with the brand that goes beyond its presence on field signs and the traditional logo placement on TV broadcast?

Solution: we hit the road, searching for the raw material of this sport. People. The supporters of all teams that participate on the championship. We went after what kind of energy moves them, and each of them in particular. Their own ways, folklore, personalities and characters. And we placed them - the people that support every single team - in the centre of a branded content platform: the Brasileirão Petrobras. 14 cities, 17 stadiums, 20 teams. 20 weeks on the road, 20 mini-documentaries, one for each team.

We created a simple movement, fuelled by a fair competition amongst all teams and its supporters: for each episode we published, the very supporters of each team took care of spreading the word, making sure their own team wouldn't fall behind the rival's one in terms of view count on YouTube. A movement whose fuel is the passion for the sport. Where the currency is the search for the best stories.

The Situation
The TV Broadcast Sponsorship contract had a lot of strict regulations: Petrobras couldn't explore any soccer player, or use any match image outside of the live broadcast from the TV channel. We had no rights to use any excerpt from any official championship match. Basically, all Petrobras was getting in return for the sponsorship was the field signs and their logo presence displayed before and after the broadcasts.

With all these restrictions involved, we came up with the idea of placing the supporters in the centre of the brand conversation, hence creating a true media property for the brand.

The Goal
The main goal behind the campaign was to attract the largest number of supporters for each team, who could show their support either by simply spreading the videos, commenting and suggesting the content itself (people, happenings, history, etc) or asking us to somehow be part of the video - during the campaign, several celebrities and anonymous supporters contacted us begging to be on camera telling their stories with the team. The target audience was very broad: soccer fans in general. The editorial process behind the production of the videos encompassed not only field research, but also social media surveys.

The Strategy
The main planning idea was to create fresh content - fuelled by social media and adapted during the campaign execution -, around each Brazilian team participating on the championship.
A transmedia campaign where the final products can be considered as ethnographic studies of each and every team supporters involved - their culture, peculiarities, history and ways of supporting.

The main creative idea is a natural / fair competition amongst all teams and its supporters: for each episode we published, the supporters took care of spreading the word, making sure their own team wouldn't fall behind the rival's one in terms of view count on YouTube.

During 5 months, we covered 14 cities, 17 stadiums, 20 teams. 20 weeks on the road, with a final delivery of 20 mini documentaries, one for each team. The project is a mix between owned media (the website, the documentaries, the social pages / actions / etc) and earned media (the repercussion / press coverage / and the grand finale in partnership with ESPN Brazil - with no media spend -, with a 28' road-movie that aired as branded content on primetime.

The platform was planned to be flexible and changeable during the championship: based on the evolution of the teams, the excitement of the supporters on each phase, and the participation of the audience by recommending / intervening / commenting and asking to participate on camera in the documentaries during the championship.

Documented Results
Our platform received more than 2 million visits during the championship. The mini documentaries had more than 1 million views on YouTube. Each one had an average of 270 comments.

The word was spread organically: word of mouth was the main audience driver: blogs, twitter, Facebook and the sports press - on and offline. Search results for Petrobras invaded Google given the buzz provided by the platform: it is now among Brazil's top recalled brands related to soccer on the web.