Cannes Lions

FLAMENGO TREE

LEW'LARA\TBWA, Sao Paulo / ADIDAS / 2015

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

Challenge: to launch a new game-jersey for Flamengo, the team with the largest fan-base in the world, using a design inspired by Brazil’s forests.

Objective: To mobilise the public for the jersey launch, and in support of the preservation of Brazil’s forests.

Strategy: In order to promote the jersey, we also launched a new mascot: A plant with Flamengo’s team colours, red and black. The plant – Alcalipha Wilkesiana, was officially recognised as the Flamengo Tree.

Execution: Whoever purchased the jersey or registered themselves on the Adidas website received one of these plants, which they could then plant wherever they chose. The plant became a new means of disseminating the Flamengo team colours, as well as a symbol of environmental preservation to Flamengo’s fan-base.

PR elements: The campaign had immediate repercussions among Flamengo’s fan-base, the largest in the world with 33 million fans. It received spontaneous media representation across Brazil’s principal media outlets, and in all forms of media.

Execution

The Flamengo Tree becomes a new object of desire for the Flamengo fans. At the same time, it was necessary to broaden the registered base of Adidas customers. So, the sending of the Flamengo Tree linked to site registration of the fan in the initial months of the campaign sounded like a good idea.

Outcome

We were able to double Adidas’ CRM base together with the target audience. Thousands of Flamengo Tree’s were requested by fans.

To inspire fans was launched at Adidas official channel on Youtube the official film of the new third jersey. +137.000 views

+51,000 fans were present in the stadium on the first game with the Flamengo tree planted on a billboard.

+ 9 million likes on facebook

+ 2 million followers on twitter

+ 47 Thousand subscribers on youtube

+ 107 thousand followers on instagram

+18.000 INTERACTIONS ON ADIDAS FOOTBALL SOCIAL CHANNELS

+13.000 people have posted the #flamengueira (Flamengo Tree)

98% of the interactions on youtube were positive

Total media earned € 965.565,60

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