HI, I AM PORTUGAL. Born für Continente

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HI, I AM PORTUGAL.

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Branche Ausstattungen und Dienstleistungen für Business, Corporate Image
Medien Werbung / PR, Fallmethode
Markt Portugal
Agentur Born
Veröffentlicht Dezember 2012

Kredite und Beschreibung

Advertiser: SONAE MC
Agency: BORN
Category: Best Use of Branded Content & Sponsorship
Advertising campaign: HI, I AM PORTUGAL.
Client Manager: Monica Januário (Born)
Key Account Manager: Rodrigo Albuquerque (Arena Media)
Partner: João Félix Da Costa (Born)
Head Of Brand Consulting: Nicolas Grassi (Born)
Brand Activator: André Mateus (Born)
Partner: Duarte Vilaça (Born)

Execution
So, we made something never done before: we advertised in our opponents national TV reminding them that we had beaten them before. The ads were in Portuguese and subtitled and featured national heroes that achieved those glorious moments (Germany/Carlos Manuel; Denmark/Luís Figo; Netherlands/Maniche). When the ads were aired, we were there to tape all the reactions as well as some street provocative initiatives.It was a mind game strategy and a friendly provocation. The concept of the campaign was: 'Hi, I am Portugal.'These 3 moments created several branded contents in our YouTube Channel which was the main digital platform.In a world of 'amazingness', having advertised for the first time in international broadcast tv channels was something unique as Portuguese love this kind of initiative (us against them). As Portugal kept on going through the competition we continued the idea although with smaller acts.

Strategy
As we all know now, Portugal reached the semi-finals of the Euro 2012. It was not obvious before the tournament started as Portugal faced 3 former European Champions in the group stage: Germany, Netherlands and Denmark. The challenge was high and confidence was low here in Portugal.As sponsors of the National Team, Continente (the leader retailer of Portugal) wanted to engage supporters and make them believe that it was possible. We aimed to reach the social media conversations about the Euro 2012. Our viral campaign aimed to challenge this status quo in a new and bold way.

Effectiveness
We achieved more than 1 million views and more than 100.000 shares in a country of 10 million. The overall response for the campaign was a huge success both quantitatively and qualitatively. We achieved an intense local media coverage as this was a very editorial campaign.This may have been the most watched Portuguese brand ads online ever.