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PUBLICIS COLOMBIA, Bogota / FOUNDATION CARDIOINFANTIL CARDIOLOGY INSTITUTE / MILLONARIOS FOOTBALL CLUB / 2022
Overview
Credits
Why is this work relevant for Direct?
It is relevant to the DIRECT category, because we take one of the most iconic moments of a Colombian soccer final, the national anthem, to present our message to the country. In addition to that, our 11 shirts became the medium of the message, carrying with them the record of the 11 heartbeats of the children who were part of the initiative.
Furthermore, each auctioned shirt became a direct message of the campaign by having the children's heartbeats installed in them, heartbeats that the buyers could feel every time they wore the shirt.
Background
Situation: Millonarios FC is one of the teams that makes the most hearts vibrate in the country, with more than 7 million fans, it is the team that gathers the most fans. However, many of these hearts do not beat with the same force.
Brief: In Colombia, 5 out of 10 children are born with heart disease and in most cases their families do not have the resources for treatment.
Objectives: Generate awareness about this situation and turn the passion for football into a medium that helps the hearts of these fans
Describe the creative idea
Together with Millonarios FC and Fundación Cardio Infantil, we made these diseased hearts live the football passion without any problem. In 11 devices we recorded the heartbeat of 11 children with heart conditions and we put it inside the 11 jerseys of the Millonarios FC players in the Colombian League Final. The 11 players put both hands in both of their hearts, sending a message to the country on open TV.
Taking the moment of the anthem, in a final phase game and just as the cameras focused on the players, meant that thousands of fans around the country saw our message, generating a blow of opinion that translated into donations during the auction of the 11 Tshirts.
The 11 jerseys were auctioned into a digital platform so we could raise money for the Alejandro Toro´s surgery, a fan who lived again the football passion with more strength.
Describe the strategy
Our strategy was framed in addressing two audiences, the soccer fans who followed the broadcast of the final from all over Colombia; and on the other hand, the fans of Millonarios FC who saw in the special shirt a historical edition for which to auction.
The impact on the first audience allowed to generate awareness throughout the country about the heart problems of Colombian children, for this we took advantage of one of the most important moments of the broadcast, the moment of the anthem and just when the cameras were on the players we made the gesture that announced the story behind the 11 shirts.
For the second audience, fans of Millonarios FC, we use our own media and the club's databases, with which we write to each of the four million members that the team has today. This approach guaranteed the success of the auction.
Describe the execution
The execution had several phases, the first was to record the heartbeats of the 11 children with heart disease and install the device on the right side of the shirts.
For the launch of the action we chose one of the matches of the final phase of the tournament, just when the league reaches the highest peaks of spectators and to present the gesture and the special edition shirt, we chose the moment of the anthem, just when the cameras the players and every detail they did to communicate the campaign were in the foreground.
After the act, we announced the auction of the shirts. The auction lived on a landing page where participants could place their bids in real time.
At the end, the 11 jerseys were auctioned off and the money raised pay the surgery of Alejandro Toro.
List the results
Not only did we manage to raise the 3.000 USD we need for Alejandro Toro's surgery.
More than 12,000 people witnessed the act during the anthem and we reached more than 110,000USD in Free Press.
During the auction, 723,000 people entered the site, more than 1,100 bids were received for the shirts, and in the end all 11 were auctioned off.
Using football as a means of amplification in a country with so many fans allowed us to generate massive awareness of this problem. Even the day after the game, the gesture was one of the news commented on.
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