Vivo Promo, Case study 1284 PELE by Y&R Sao Paulo

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1284 PELE

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Industry Consumer & Public services, Telecommunications Services
Media Promo & PR, Case study
Market Brazil
Agency Y&R Sao Paulo
Director Nando Olival, Luciano Moura
Art Director Marco Versolato, Jaques Lewkowicz, Alexandre Vilela
Copywriter Felipe Gall
Account Supervisor Sylvia Panico
Released September 2012

Credits & Description

Category: Technology and Manufacturing
Advertiser: VIVO
Product/Service: VIVO
Chief Creative Officer: Marco Versolato (Y&R)
Creative Director: Alexandre Vilela (Xa) (Y&R)
Creative Director: Felipe Gall (Y&R)
Art Director: Marco Versolato (Y&R)
Art Director: Alexandre Vilela (Xa) (Y&R)
Copywriter: Felipe Gall (Y&R)
Production Company: O2 Filmes (O2 Filmes)
Director: Nando Olival (O2 Filmes)
Director: Luciano Moura (O2 Filmes)
Sound Company: Tentaculo (Tentaculo)
Account Supervisor: Sylvia Panico (Y&R)
Advertiser's Supervisor: Cris Duclos (Vivo)
Account Manager: Leonardo Balbi (Y&R)
Agency Producer: Nicole Godoy (Y&R)
Agency Producer: Cleo Goncalves (Y&R)
Media placement: Cable TV - ESPN / SporTV - 01/07/2010
Media placement: TV - TV Globo / Bandeirantes - 01/07/2010
Media placement: Internet - Several Sites - 15/06/2010
Media placement: Magazines - Rolling Stones / Veja - 01/7/2010
Media placement: Newspaper - Lance - 15/06/2010
Summary of the Campaign
Vivo has been the Official Brazilian Soccer Team Sponsor since 2005. But during the 2010 World Cup - a crucial moment to activate this investment - the mobile carrier faced a great problem: one of its biggest competitors bought the biggest TV media package in the country while Vivo didn't.
To Vivo, sponsoring the Brazilian Team means assuming a commitment with the Brazilians' greatest passion and pride. But how to stand out in the clutter and generate involvement with this passion being away from the medium and the most important network in this period?
Daring to create a new chapter in Brazilian soccer history: along with its clients, help Pelé realize the dream of scoring his last goal for the Brazilian team.
By exalting our greatest idol and the love for the Brazilian Team, Vivo reached its exposure and public-involvement goals working with broader and larger values than those directly related to the performance of our team in the World Cup.
The short film "1284" thrilled millions of Brazilians, became a view hit on YouTube and was one of the favorite "TV spots" (the only in the mobile carrier category), even not having been shown on TV.
The Situation
Vivo is the biggest mobile carrier in Brazil and has been one of the 10 Brazilian Team sponsors since 2005.
To ensure greater exposure during the World Cup, the main strategy of the brands is to buy the media sponsorship quota in Rede Globo's broadcast, the biggest Brazilian TV network.
However, different to 2006, in the 2010 World Cup, Vivo wouldn't buy Globo's transmission quota. To make matters worse, its main competitor had bought the TV package and was preparing several films with the Brazilian Team coach as an ad-boy.
The Goal
After sponsoring the Brazilian Team since 2005, we wanted the brand to continue being associated with the pride of being Brazilian. Additionally, we wanted to be the brand most associated with the Brazilian team and its values - getting closer to the public.
However, when we analyzed the Brazilians' behavior in the period, we saw that the Brazilian Team didn't generate a general euphoric mood. There wasn't a unanimous idol and coach, compatible with what everything the team represented to the Brazilians. Despite the hope, the mood was of doubt.
The Strategy
So, to reinforce our commitment to the Team, we sought a message that would transcend the 2010 World Cup and acknowledge the entire history and importance of the Brazilian Team.
Talking about this history, it's impossible not to think about Pelé. Not only for being the best player ever, but also for representing important values to the Brazilians.
The problem was that in Brazil, Pelé and all of his most famous feats had already been explored in many ways by several brands. Thus, to ensure exposure, repercussion and proximity, we created a new feat to be performed by Pelé:
The last goal in his career had not been for the Brazilian Team. So we dared to play around with the course of history making it seem that Pelé scored his last goal for the Brazilian Team.
Execution
To change the course of history, we produced and disclosed on the Internet, an interview with Pelé confessing that his great dream was scoring his last goal for the Brazilian Team.
Then, we produced another film, aired in independent media on TV and the Internet, saying that Vivo and millions of Brazilians would help Pelé to realize that dream.
Through the website euvivoaselecao.com.br, we summoned the Brazilians to vote on how they would like Pelé's last goal to be. More than a film, we would create a fact that meddled with a national asset: Pelé's goals and the Brazilian Team.
Based on that, we produced a short film called "1284", produced by the nominee Oscar Fernando Meirelles and starred by soccer personalities and Vivo clients, where Pelé, at 70, scored his last goal, goal number 1284.
Documented Results
In the week of the launch, the short film "1284" was the most watched sports video on Youtube in Brazil, reaching almost 1 million views.
In 15 days, it reached 2 million views, ending the month as the 2nd preferred and the 4th most watched video in the Youtube sports category.
The short film was a theme of articles and shown on over 10 TV shows in Brazil and abroad, in 100 publications (newspapers, magazines and sites).
Over 4,000 people voted on how they would like Pelé's last goal to be.
The film was also mentioned among the 10 preferred TV ads by the public (the most preferred in its category) in the traditional Datafolha/Meio&Mensagem survey, even not having gone to TV.
No one stayed untouched by this new chapter in history. Not even Pelé.
"I had to control myself when I saw it, I almost cried"
-Pelé