Social & Influencer / GrandPrix

Título: The Neymarless Sponsorship
Categoria: B07. Sponsorship & Brand Partnership
Agência: Almap BBDO
Anunciante: GOL Linhas Aéreas Inteligentes

Sinopse: .

Sinopse em inglês: The Brazilian national team has loads of official sponsors, and the players have even more. So, in a World Cup year, to really take advantage of these rather expensive assets, we couldn’t just to use them in a conventional campaign. We had to make people talk about the way that we used our chosen celebrity and our official sponsorship. So we hopped on a already talked-about subject: Neymarketing – the overexposure of Neymar in the media and how this affects his performance. By not using him, in order to to let him train, and telling everybody that, we could transform a potential sponsorship campaign into a subject for the media.

URL: http://2018.551121615600.com/gol-neymarless

A situação: GOL is the official airline of the Brazilian national team, and 2018 is a World Cup year. The single year where this expensive asset can really pay for itself. But, the thing is, it’s a World Cup year, and in Brazil, it’s impossible to check out TV, Facebook, Youtube, radio, Twitter, Instagram or any other media, and not see a campaign with a Brazilian player, especially Neymar, who has more than 92 million followers on Instagram, 62 million fans on Facebook, and, thanks to all that, contracts with almost 30 brands. This makes things difficult when you want to enjoy all the benefits of your sponsorship deal and, at the same time, cut through the noise.

O objetivo: The Brazilian national team has loads of official sponsors, and the players have even more. So, in a World Cup year, to really take advantage of these rather expensive assets, we couldn’t just to use them in a conventional campaign. We had to make people talk about the way that we used our chosen celebrity and our official sponsorship. So we hopped on a already talked-about subject: Neymarketing – the overexposure of Neymar in the media and how this affects his performance. By not using him, in order to to let him train, and telling everybody that, we could transform a potential sponsorship campaign into a subject for the media.

A estratégia: We let the media and, above all, the sports press know that we signed a contract with Neymar to be the star in our campaign, just to surprise everyone at the campaign-launch press conference with a doppelgänger. Yes, the media was expecting to see Neymar and maybe score a interview with him. That was sufficient to get the press talking about the campaign, even before its launch. After that, the campaign spoke for itself. Even on social media, we decided to not use a single post from him, but to sponsor his existing training posts.

Execução: We hired Neymar, and paid him to grant not only the exclusivity for all airlines, appearances in an all media campaign, with more than one hundred different executions, in something that would take 80 hours of his time shooting for TV and social, striking poses for print, OOH, banner, attending conventions, live-streams, press conferences, recording radio spots and airplane voiceovers, etc. And we used substitutes for every single medium. From doppelgängers to voice impersonators, from actors using Neymar masks to newborns named after him. And in every single medium we made it really clear that we could have used the real Neymar, but, in a year like this, we’d rather let him spend his time training.

Resultados documentados: 690 Million impressions. More than 3.2 milion dollars (estimated) in free media. More than 5.4 times more mentions about the sponsorship and the campaign than all the other Neymar sponsors combined (during the campaign period). The airline mostassociated with the World Cup in Brazil.

Informações adicionais: .

Informações adicionais em inglês: .

Produtora de Imagem: Saigon

Produtora de Áudio: Satélite Áudio

Executive Creative Director: Bruno Prosperi

Creative Director: Andre Gola, Keka Morelle, Marcelo Nogueira, Pernil, Ricardo Chester

Copywriter: Fernando Duarte

Art Director: Henrique Del Lama

Director: Dois

Sound Producer: Kito Siqueira, Roberto Coelho