VASCO ON OUR HEART by Dialogo Design for VASCO DA GAMA

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VASCO ON OUR HEART

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Industry Sports Teams & Events
Media Promo & PR
Market Brazil
Agency Dialogo Design
Creative Director Rodrigo Westin, Ricardo Saint-Clair
Copywriter Sergio Almeida
Released January 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: VASCO DA GAMA
Product/Service: FOOTBALL TEAM
Agency: Dialogo Design
Date of First Appearance: Jan 16 2010 12:00AM
Entrant Company: Dialogo Design, Rio De Janeiro, BRAZIL
Creative Director: Ricardo Saint-Clair (Dialogo Design)
Creative Director: Rodrigo Westin (Dialogo Design)
Copywriter: Sérgio Almeida (Dialogo Design)
Media placement: Product Itself - Vasco da Gama Stadium - January, 16th, 2010
Media placement: Internet - Website, Social Media - January, 16th, 2010
Media placement: Stadium Booths - Vasco da Gama Stadium - January, 16th, 2010

Describe the objective of the promotion.
Vasco da Gama is a football team with the fifth largest fan base in Brazil. In 2008, Vasco downgraded to the “B” League for the first time. Its supporters lost their proudness, its uniforms were rarely seen on the streets. In 2009, Vasco won the “B” League cup. With no budget, it was time to raise the brand again.

Describe how the promotion developed from concept to implementation
5.000 innovative hand made clips were produced for the use in safety belts. Here, communication was the product. Fans could buy the product via a website and upload photos. Special booths were spread out during matches. The design language was popular: it could not be perceived as a marketing scheme.

Describe the success of the promotion with both client and consumer including some quantifiable results
Around 8 million people were reached, the full run was sold, and its use naturally propagated through other apparatus.

Explain why the method of promotion was most relevant to the product or service
The online, offline and “online” strategy guaranteed free publicity, spreading out the brand in newspapers, blogs, social media sites, online news, even TV.