The Brazilian Olympic Committee (COB) launched this Thursday, the 27th, the first brand positioning campaign in its centenary history. The objective is to bring together and engage all the stakeholders of the Olympic movement, mainly the fans, in the journey towards the Paris 2024 Olympic Games. .
Over the next 15 months until the Paris 2024 Olympic Games, fans of the sport will be able to follow on the most diverse platforms all the details of the excellent work of the COB in the preparation of the main athletes and teams in the country, in addition to protecting and promoting the Olympic Values in national territory.
Paulo Wanderley, President of the Brazilian Olympic Committee, says:
“After 116 years of history, for the first time COB launches a specific brand positioning campaign for the entity. COB is the flame that fuels the Brazilian athlete 365 days a year and this new campaign will show all the details of the journey to the Paris Olympic Games and behind the scenes that are often invisible, but fundamental to the success of Brazilian athletes in international competitions. I am sure that the actions planned during the campaign will be very important for strengthening the image of Brazilian Olympic sport and will benefit the entire Olympic Movement in our country.”
The kick off of the campaign was given by Olympic boxing medalist Bia Ferreira, silver medalist in Tokyo 2020, who started a digital movement on her social media followed by more than 50 Olympic athletes and replicated by other sports personalities, godmothers and godfathers of Time Brasil and sports fans in general. The first action was a manifest video with the main concepts of the campaign.
Gustavo Herbetta, Marketing Director at COB, declared:
“From the brand point of view, this moment is unique and historic as it is the first time that the Brazilian Olympic Committee has launched a massive institutional media campaign, promoting and positioning its main brand in a modern, organic and appropriate way for the target , while anticipating the connection with the fans by establishing this relationship in different channels, 15 months before, and not just on the eve of the Olympic Games. We are sure that this initiative strengthens the entire Brazilian Olympic Movement, generating opportunities for confederations, athletes, sports industry professionals, in addition to COB.”
Patricia Andrade, Executive Vice President, General Manager in Brasilia and Head of Growth at WMcCann, says:
“We are very happy to announce the creation of ‘É o Brasa’, a powerful manifesto that will contribute to promoting the image of COB and also to helping the entity achieve its objectives with the results of a historic and impactful campaign.”
The campaign will run for 15 months and will be carried out in three different phases and several developments. The action also includes a 360o multiplatform planning and the creation of a new visual identity for COB, more modern and updated to connect with the young public, one of the main targets of the current Olympic Movement. For this, COB wants to take the opportunity to “surf the wave” of the moment and reach this public either through the various charismatic athletes of Time Brasil with high engagement or the modalities with strong appeal to this public. Added to this, Brazil’s historic performance in the last Olympic Games, which was still the most digital of all time.
Check out the COB film:
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