Sounds of Glory by DM9Sul Porto Allegre for Olympikus

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Sounds of Glory

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Industry Sportswear, Athletic Footwear & Accessories, Sports Teams & Events
Media Film, Digital, Interactive & Mobile
Market Brazil
Agency DM9Sul Porto Allegre
Creative Director Eduardo Menezes, Rafael Bohrer
Art Director João Pedro Vargas, Diego Wortmann, Saulo Barbosa, Gabriel Gama
Account Supervisor Marcio Callage
Released May 2012

Credits & Description

Category: Corporate Image & Information
Advertiser: OLYMPIKUS
Product/Service: FLAMENGO’S SPORTS MATERIAL SUPPLIER
Agency: DM9SUL
Creative Director: Rafael Bohrer (DM9sul)
Creative Director: Eduardo Menezes (DM9sul)
Art Director: Saulo Barbosa (DM9sul)
Art Director: Diego Wortmann (DM9sul)
Art Director: Joao Pedro Vargas (DM9sul)
Art Director: Gabriel Gama (DM9sul)
Art Buyer: Mariene Braga (DM9sul)
Account Supervisor: Marcio Callage (DM9sul)
Account Executive: Claudia Schneider (DM9sul)
Account Planner: Marcio Callage (DM9sul)
Account Planner: Everson Klein (DM9sul)
Media Director: Silvio Calissi (DM9sul)
Digital Production: Thiago Vanigli (DM9sul)
Digital Production: Rafael Greiner (DM9sul)
Digital Production: Renata Munaretto (DM9sul)
Approval: Pedro Bartelle (Olympikus)
Approval: Tulio Formicola Filho (Olympikus)
Approval: Ana Cristina Hochscheidt (Olympikus)
Approval: Debora Gentil (Olympikus)
Media placement: Readio - Rádio Globo – radio and Globo.com – Internet - 13 December 2011

Insights, Strategy & the Idea
Flamengo, Brazil’s most popular football team, was celebrating the 30th anniversary of its greatest victory: the 1981 World Championship. Olympikus, Flamengo’s sports material supplier, wanted to make the most of the date to strengthen its relationship with fans. And doing more than paying a simple tribute.
Target: Flamengo fans see Olympikus as an ideal partner that places the team ahead of everything else. The brand wanted to further reinforce this image with fans.
Idea: Bring back the greatest moment in the club’s history. On the same day, time and way as thirty years ago: on the radio. The form of media most closely related to football in Brazil. The fan’s inseparable companion. A form of media that stimulates the imagination, helping bring back memories.
Olympikus did more than a sports material supplier needed to. It handed an extremely valuable asset over to fans: the greatest victory in Flamengo’s history.

Creative Execution
Instead of buying a standard media format, we convinced Rio de Janeiro’s most well-respected radio station to alter its schedule. During a time slot they usually dedicate to music, we broadcast again the original match narration. In its entirety. Play by play.
In order to ensure the experience would be as realistic as possible, Olympikus only appeared at the beginning and end of the broadcast, without interrupting the narration.
The broadcast was promoted on Twitter, Facebook, online media and through special radio spots featuring player statements. An hourly countdown was also done on Facebook.

Results and Effectiveness
A 300% larger audience at over 90,000 listeners/minute. And 900% larger for the online radio. It was so successful that the action was a hot topic on the radio all the next day.
The broadcast was the dominant subject on Twitter, with 5 Trending Topics over a 12 hour period, generating potential impact of 14,297,107. Enough to fill out Maracanã Stadium 174 times.
On Rio de Janeiro streets, cheers, horns and fireworks sounded at every Flamengo goal.
On Twitter, thousands of thank-you-Olympikus messages by fans for the tribute.
And all with a radio investment of less than $27,000.