Study carried out by Talent raised insights about sports fans to help creation during the Rio Open
Master sponsor of the Rio Open, Claro and Talent mapped, through studies, the profile of what they call the new tennis fan. The goal? Provide content to entertain the public during the competition.
The designed strategy was divided into three moments in the warm-up, Claro celebrated ten years of partnership with the Rio Open; during the competition, updated content about the event was published; Finally, at the end, the brand created conversations with spokespeople Fernando Meligeni and Victria Barros to establish itself in this territory.
In behavioral studies carried out by the Talent team, a new panorama of sport and its media consumption was identified. Thais Oliveira, strategy manager at Talent, says that, while in the world, confederations try to rejuvenate the sports public, in Brazil, this has already happened organically.
Another piece of information is that tennis is no longer considered an elite sport and has aroused the interest of other social classes and genders. “And this is in line with Claro’s objective of democratizing sport”, he stated.
Combining this fact with the rejuvenation of fans, Talent understood that it was necessary to bring multiple formats and languages to the campaign, connecting the traditional with the new. In addition to tennis player Fernando Meligeni, creators also participated who played with lifestyle trends, for example.
“It was a very special opportunity to associate the brand with sport in a way that sa Claro could speak, bringing a more “social” and solar language to the sport”, said Thais.
Gabriela Moura is Talent’s content director and explains that the union of strategy, media and business intelligence brought insights so that the creation could develop work that maintained the brand’s directions and the language that will be addressed during this year in Claro’s communication.
“In-depth knowledge about the public that loves tennis and also people who are less familiar with the sport, but show interest in trends and behaviors in this universe, was essential for its creation,” he stated.
The executive recalls that, in the past, advertising dictated social behavior, ‘because vehicles only worked one way’. “And today this has changed, and it is society that transforms advertising. Today we don’t just have one behavioral trend at a time, we have several, and they change frequently”, she highlighted.
