The prize was for our delivery of the first ever live brand activation around club football at the world famous iconic Maracana stadium with Rio club Fluminense. We provided a completely unique platform to engage fans by recording messages of support for their heroes in our custom built ‘Cheer Booths’. Over 6,000 fan messages were mixed together online to form a ‘Fluemenisian’ anthem erupting with passion and ‘fan-ticipation’ driving brand advocacy through a national fanbase. A final chorus was then pumped into the dressing room to invigorate the players and drive them to victory moments before they ran onto the pitch to cement sporting history. Our campaign not only revived the ‘soul’ that Brazilian fans believed they were losing, but stimulated fan awareness of Unimed as the healthcare brand for the country’s exploding middle class.
We focussed on leveraging key supporters to spearhead our campaign, and rallied Fluminense idols to help interact with the fans, before reversing the roles and leaving them to revel in their encouraging chants of their followers. Ear to the Ground Brazil MD Rafael Rocha said:
We are extremely proud to say our ‘Fãs Para Vida’ campaign has won such a coveted award, and it proves that now more than ever, Ear to the Ground has landed in Brazil. We are really excited to be able to channel the same creativity and excellence we brought to this campaign, to more clients here in the Brazilian market.