Entertainment > Sports
OGILVY BRASIL, Sao Paulo / RIO 2016 / 2016
Overview
Credits
CampaignDescription
First, we thought: If Brazlians could watch closely to Paralympic a athlete performance, they would certainly change their minds about it. So, as they are simply not interested in going to a stadium and watch the para-athletes, we decided to make the para-athletes go to them.
So we made a social video with 3 para-athletes unsuspecting gym-members in Rio de Janeiro. Recording everything with hidden cameras, we caught people’s reactions. At first, despise looks and disbelief. But when the para-atlhetes started working out, everything changed into astonishment faces.
Our content became viral instantly with more than 2 million global shares and 96% of positive sentiment. For the first time in Brazil, Paralympics was a hot topic on TV. Using 3 para-athletes to represent a cause, we draw Brazilians attention to the Paralympic Games and made them rethink everything they once thought about disabilities.
Execution
The lack of interest in the Paralympics from most part of Brazilians made them have a totally wrong image about the Games. Our challenge was to make them see the pure truth, which was the greatness behind Paralympics. So, we decided to use hidden cameras and make the most real video we could about the theme.
When the video was ready, we knew it wasn’t a TV spot. We needed something more transparent, just like social media. And it was perfect. Brazilians got truly amazed by our content and started sharing it with endorsing the message.
Outcome
First 7 days:
• 15 Million Global views
• Trending Topics Brazil
• Globo, FOX Sports, Sportv
• BBC, Huffington Post, USA Today, MARCA, The Times of India
Later:
• Over 2 Million Organic Shares
• Over 100 Million Global Views
• Most watched ad on Youtube Brazil in Setember 2015
• $37 returned for each $1 invested
• 1 Million new fans on Facebook
• Teachers used our content to lecture about inclusion.
• Today, our message is still being reposted. Now, with motivational quotes as a series of inspirational videos.
• From 90% of lack of interest to 96% of Positive Sentiment
• Brazilian Senator Romário invited one of the para-athletes in the video to discuss a bill proposal to create the National Dwarfism day.
“This project goes beyond fighting prejudice. It’s a legacy that leaves a discussion about inclusion.”
Mario Andrada, ECD Rio 2016
Relevancy
The Mindchanger Workout shows 3 Brazilian para-athletes unsuspecting gym-members in Rio, host city of the next Paralympics. It grabs attention since its very first seconds, when we see a midget, an amputee and a blind woman entering a body building class, a running class and a judo class respectively.
The video, made to change Brazilians behavior about the Paralympics, was so shared that became part of the popular culture. The para-athletes in the video were asked to appear on TV shows and commercials. Later, our message was reposted with motivational quotes, becoming a series of inspirational videos on the web.
Strategy
The video was posted on Rio 2016’s social media such as: Facebook, Youtube and Twitter. At first, we spoke directly to our followers, using their previous interest in the Olympic Games to start a conversation about the Paralympics. It worked so well that many of them spontaneously shared our content in their timelines, helping the video to spread faster every minute.
A week after the video was posted, we showed up with 3 new versions of the video with more scenes and testimonials. Thus, we got all the attention again and reached even more people with our message.
Synopsis
Brazil is a superpower in Paralympic sports. Even so, a year away from Rio 2016, 90% of the Brazilians declared no interest in the Paralympics. They saw it as a less professional and less thrilling competition.
We needed to prove them wrong. And more than that: make Brazilians change their minds about the para-athletes and arouse their interest in the Paralympics.
Plus, we also knew that 79% percent of people who attended to a competiton event in the 2012 Paralympic Games described it as “lifechanging”.
More Entries from Brand Experience in Sports Entertainment in Entertainment
24 items
More Entries from OGILVY BRASIL
24 items