Entertainment Lions For Sport > Partnerships
OGILVY, Sao Paulo / PFIZER BRASIL / 2023
Overview
Credits
Why is this work relevant for Sport Entertainment?
Soccer is a great tool for entertainment, but also for awareness. In Brazil, people are more concerned with defending their team than with their own immunity. So, we transformed soccer's greatest symbol of collective responsibility into an icon of vaccine responsibility, drawing attention to thousands of people in one of the most watched games in the country. With the armband of responsibility, the captain of one of the teams with the largest fan base in Latin America stepped onto the field to defend not only a club, but one of the causes that helped bring soccer back to the stadiums.
Background
Historically, Brazil has become a global reference in vaccination. Having eradicated several diseases, it made the country of football also the country of vaccination. However, for the past 3 years, we have been losing that game. Vaccination coverage has plummeted, reaching less than 59% of citizens in 2021 according to DOH. This meant that diseases that were eradicated are striking back. Especially after Brazilians lost their team spirit and started to see the vaccine as an individual decision.
Describe the strategy & insight
But like football, the effectiveness of vaccination depends on a collective effort. To turn this game around, Pfizer entered the field not in sponsor places, but in the same place where the vaccine is applied: the captain's armband.
Describe the creative idea
In partnership with Flamengo we transformed a universal symbol of collective responsibility in football into a symbol of vaccination: the captain's armband, replacing the traditional “C” with the bandage we receive after taking the vaccine dose.
Describe the craft & execution
To make most Brazilians aware, we launched the Responsibility Armband in the final of the most important championship in Brazil, the “Copa do Brasil”. During the match between the clubs with most fans in the country, Flamengo's captain, entered the field to defend not only his team but a cause. Before starting the game, Flamengo had already scored a great goal on social media with countless mentions about the campaign.
Describe the results
And throughout the day, the Responsibility Armband was highlighted in more than 33 different communication vehicles. As science always wins, Flamengo became champion and conquered a historic audience, surpassing in audience points events such as the FIFA World Cup final. Pfizer was the most commented brand during the match, with more than 20 million people reached, 1.2 million in earned media and, most importantly, impacting the decision to get vaccinated from 59% to 77% within 4 days of the event.
Is there any cultural context that would help the jury understand how this work was perceived by people in the country where it ran?
Soccer is a great passion worldwide. A sport that moves nations and over the centuries has become a tool to raise awareness. In the fight against racism, homophobia, domestic violence, and now, in encouraging vaccination. The whole country, independent of its team, stops to watch a soccer final. What makes an action during this moment have a huge impact in the whole society.
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