The “Junta que d Jogo” campaign was conceived based on a survey carried out together with AlmapBBDO
Penalty announced the launch of the “Junta que d’ Jogo” campaign, which aims to highlight the sporting community and emphasize the expansion of physical activities to all audiences.
Conceived from a survey carried out together with AlmapBBDO, the piece was based on concepts such as the truths of the brand, news and audience, with the aim of highlighting Penalty’s DNA.
We want to show that practicing sports is a cultural experience, in which sport is the means used to be together with friends. The surveys we carried out showed that 35% of the people interviewed put friendship as one of the main factors for starting physical activities, as well as inspiration to continue doing sports, said Bernardo Caixeta, manager of marketing and sports relations at Penalty.
The survey, which also had the participation of Amarelo, pointed out that for more than half of the interviewees, the school is considered one of the means of encouraging the beginning of the practice of sports and, because of this, Penalty idealized the Na Quadra project, which aims to strengthen ties with physical education professionals, offering content, training and lesson plans in the Telegram messaging app, in addition to courses on an online platform and giveaways. In all, more than 4,000 professionals are already enrolled in the program.
Other sports brands are very dependent on their athletes, sponsors and millionaire contracts. Therefore, it is very refreshing to see a brand that focuses on and bets on sport for sport’s sake, on more diversity than fame and on the collective more than the individual, said Fernanda Portugal, Customer Service Director at AlmapBBDO.
In addition to the action, Penalty is also carrying out numerous activities with its partners, such as Magnus Futsal, NBB (Novo Basquete Brasil), FPF (Federation Paulista de Futebol), Copa do Brasil de Futebol, Vlei Renata and other important members of national sport. .
