Cannes Lions
F.BIZ, Sao Paulo / UNILEVER / 2018
Overview
Entries
Credits
Description
On April 15, 2018, Sport Club Corinthians made its debut in the biggest
football competition in Latin America.
And OMO Sports joined the team on the field in a completely unexpected
way: a brand sponsorship that was revealed on the jersey of the players
through their sweat.
In other words, a new product that removes sweat odor from clothes used
every drop of the athletes’ sweat to make an impression, and become
visible on the Corinthians jersey, revealing its arrival to the public. At the
stadium, on TV and social networks.
After all, if there is sweat, there has to be OMO Sports.
Execution
The execution of the idea had some steps: negotiation for the
sponsorship space on the jersey of a big football team, tests with
hydrochromic ink, and an amplifying action plan in the press and on
social media.
For 2 months, we tested the application of the ink on the OMO Sports
logo.
Then, we went to the field and ran some tests during Corinthians
practices. The local press reported the breaking news of the surprise
sponsorship, providing the action with lots of spontaneous media days
before the official game. After all, nobody knew the true identity of the
club’s new sponsor.
For the information not to leak, we developed a “game plan” that was put
into action during the match: we sent a release to the press, activated 10
macro-influencers’ profiles, aired an amplifying campaign, and replied to
comments on social networks.
Outcome
Total of 115 million impacts.
More than US$ 15 million in earned media.
Total of 28,000 related searches on Google.
Approximately 18 million views on live TV.
Over 30,000 people watched live at the stadium.
Almost 2,500 tweets during the game.
80% of the spontaneous mentions were positive.
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