Social and Influencer > Social Influencer & Content Marketing
THE NEYMARLESS SPONSORSHIP
ALMAPBBDO, Sao Paulo / GOL AIRLINES / 2018
Awards:
Overview
Credits
Overview
CampaignDescription
We hired Neymar to star in our campaign, and didn’t use him at all, which we made very clear in every single execution. Because the brand believes that, in a World Cup year, his time should be spent training, not doing ads. And, of course, to get the campaign talked about.
Execution
We hired Neymar, and paid him to grant not only the exclusivity for all airlines, appearances in an all media campaign, with more than one hundred different executions, in something that would take 80 hours of his time shooting for TV and social, striking poses for print, OOH, banner, attending conventions, live-streams, press conferences, recording radio spots and airplane voiceovers, etc. And we used substitutes for every single medium. From doppelgängers to voice impersonators, from actors using Neymar masks to newborns named after him. And in every single medium we made it really clear that we could have used the real Neymar, but, in a year like this, we'd rather let him spend his time training.
Outcome
690 Million impressions. More than 3.2 milion dollars (estimated) in free media. More than 5.4 times more mentions about the sponsorship and the campaign than all the other Neymar sponsors combined (during the campaign period). The airline mostassociated with the World Cup in Brazil.
Strategy
We let the media and, above all, the sports press know that we signed a contract with Neymar to be the star in our campaign, just to surprise everyone at the campaign-launch press conference with a doppelgänger. Yes, the media was expecting to see Neymar and maybe score a interview with him. That was sufficient to get the press talking about the campaign, even before its launch. After that, the campaign spoke for itself. Even on social media, we decided to not use a single post from him, but to sponsor his existing training posts.
Synopsis
GOL is the official airline of the Brazilian national team, and 2018 is a World Cup year. The single year where this expensive asset can really pay for itself. But, the thing is, it’s a World Cup year, and in Brazil, it’s impossible to check out TV, Facebook, Youtube, radio, Twitter, Instagram or any other media, and not see a campaign with a Brazilian player, especially Neymar, who has more than 92 million followers on Instagram, 62 million fans on Facebook, and, thanks to all that, contracts with almost 30 brands. This makes thingsdifficult when you want to enjoy all the benefits of your sponsorship deal and, at the same time, cut through the noise.
More Entries from Partnerships in Social and Influencer
24 items
More Entries from ALMAPBBDO
24 items
