Brand Experience and Activation > Best Integrated Promotional Campaign

IMMORTAL FANS

OGILVY BRASIL, Sao Paulo / SPORT CLUB RECIFE / 2013

Awards:

Grand Prix Cannes Lions
CampaignCampaign(opens in a new tab)
Presentation Image
Case Film

Overview

Credits

Overview

ClientBriefOrObjective

Sport Club Recife is known for having some of the most passionate fans in Brazil. They are fans from birth to death. We wanted to push their passion further as no other football team has done before.

Our strategy was to create a new kind of fan: the Immortal Fans. Their hearts, eyes, lungs... could keep cheering for Sport Club Recife even after death.

Implementation

We created the first Organ Donor Card for a football team. The Organ Donor Card keeps the passion of the fans alive through the lives of others. And, at the same time, solves the biggest barrier to organ transplants in Brazil: family authorization. An integrated campaign launched the Organ Donor Card featuring real patients on transplant lists. We launched it during an important game, SPORT CLUB RECIFE vs. SANTOS FC. Players went into the field with the patients. Fans unfolded a flag with the campaign message. A stand was set-up for fans to get their card done at the event.

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.

Relevancy

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.

More Entries from Best Integrated Campaign Led by Promotion and Activation in Brand Experience and Activation

24 items

Grand Prix Cannes Lions
IMMORTAL FANS

Best Integrated Campaign Led by Promotion and Activation

IMMORTAL FANS

SPORT CLUB RECIFE, OGILVY BRASIL

(opens in a new tab)

More Entries from OGILVY BRASIL

24 items

Grand Prix Cannes Lions
REAL BEAUTY SKETCHES

Titanium and Integrated

REAL BEAUTY SKETCHES

UNILEVER, OGILVY BRASIL

(opens in a new tab)