Cannes Lions

IMMORTAL FANS

OGILVY BRASIL, Sao Paulo / SPORT CLUB RECIFE / 2013

Awards:

1 Grand Prix Cannes Lions
4 Gold Cannes Lions
1 Silver Cannes Lions
1 Bronze Cannes Lions
2 Shortlisted Cannes Lions
Case Film
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

Branded content is a communication tool with very little usage in the country and most of the media broadcast have limited room for creative executions. Moreover the cost of branded content space is very high, making it very difficult to use it in pro-bono campaigns such as Immortal Fans. Our challenge was to articulate the campaign strategy with minimal paid media support and position both the film, the fanpage and other social media as seeding tool.

Execution

While most football team´s communications have a commercial drive inviting fans to buy more merchandising and tickets, our idea had a bigger purpose creating a lifetime commitment between the fans and the Sport Club Recife brand. At the same time, we offered a good reason to people who had never thought about donation to donate: their passion for their team.

Outcome

• Over 51,000 organ donor cards and counting.

• Organ donation increased by 54% in a year, breaking a historic record.

• The waiting list for heart and corneal transplants in Recife was reduced to zero.

• We created a lifetime commitment between fans and the Sport Club Recife brand.

• Dozens of lives saved including all the patients featured in the campaign.

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2016, SPORT CLUB RECIFE

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