Through an official match in the Brazilian Football Championship, we were able to hack the brazilian audience : tv channels ( open and cable), social networks, digital, radio and newspapers with one purpose: to get attention to the major problem of text and driving.

And we made it twice.

Brazilian traffic kills 54.000 lives every year. Text and driving, the 2nd major casualty cause, stands even before intoxicated driving. However, 51% of drivers still admit to text and driving.

Uber aims to promote a safer more humane traffic in the cities it operates. To convey that, we found a unique way to calling attention for that, making Brazilians experience the risks of this bad habit through their biggest passion: football.

Our strategy (Our own idea for this brief) was to stir the nerves of football fans against the goalkeeper checking his mobile during the match. Just to quickly reveal that his attitude was in fact orchestrated as a protest to showcase that the mobile use in inadequate situations was a risky practice. By checking his mobile, the player could let his team down, while people loose their lives by text and driving.

During a major Brazilian championship match, a goalkeeper checking a mobile was spotted by football fans and the player’s irresponsible action stormed social medias and press, generating the biggest weekend talk. When the goalkeeper finally linked his attitude with text and driving, the whole country was paying attention.

The idea was to capture the attention of the press with the cell phone being used in an inappropriate place. T

he intention was to make people angry at the situation at first, and when the subject was everywhere, we would reveal the true intent of the act.

The message we are launching was #largaOcelular, which is used both for goalkeeper´s Atletico and for those who drive using the cell phone.

Uber talks to the public in general and this action was for the Brazilian in general.

The only thing that we create was to put cell phone inside of game on the Goalkeeper´s hands and monitored data and reactions, responding in real time.

The match happened Sunday, May 13th, 2018, 4 pm, Mothers Day. At the game’s first moments, goalkeeper Santos checks his mobile immediately being captured by fans who promptly share stills and videos on their timelines. At the very beginning of the 2nd half, sports journalists and columnists started commenting the fact. Outraged against the player’s attitude different interview channels chased him by the end of the match demanding explanations. At this Sunday evening first hours all open and cable TV channels were commenting the case while Brazilian and worldwide social medias also echoed the fact.

The next day in a press conference at Atlético Paranaense club where the Uber and Maio Amarelo action was revealed. A new wave of information stormed regular press and social medias, spreading out the elucidation. The action was applauded by the majority of press and social media channels for all over the country.

1- By the desire of the fans by information before the attitude of the goalkeeper (measured by social networks), the communication channels, on and off line, gave us a deep coverage to the fact. There were 149 minutes dealing with the theme counted in only 24 hours, only TV.

2- In 48 hours there were more than 3 million results for the search "Goalkeeper on the cell phone". In a few days there were 45.2 million impressions. And once again, because of the indignation that caused in the first moment, the press and communication channels, in addition to social networks came back to the theme explaining the action of the Yellow May.

The desired reaction was achieved mainly by the link between the action and Uber.

U$ 4.7 Millions in earned media.

3-The PR action was commented on in the main national press vehicles, including the program of greater audience of the Brazilian TV, Fantastico. In addition more than 30 countries talked about the action and the main international vehicles, being commented practically all over the world.