The campaign was developed in partnership with Altermark and Alterlabs and will be extended to the five regions of the country
In the spirit of the Olympics, Globoplay and Sportv joined forces to honor Brazilian athletes by placing a medal at Christ the Redeemer in Rio de Janeiro.
The action, which also aims to highlight that the brands’ mission in the championship goes beyond broadcasts, includes outdoor media pieces and digital publications.
“Our campaign is an invitation to Brazilians from every region to join us in cheering for national athletes. At Globo, we understand that the Olympic Games bring out the best in us and this campaign values our audience’s connection with sport, exalting the names that will represent us in so many modalities”, said Tiago Lessa, Director of Marketing, Acquisition and Engagement for Digital Products and Licensed Products at Globo.
The tributes began last Thursday (25), with personalized pieces from each of the national athletes that had the motto “From (city name) to Shine in Paris”, which were published on social media.
On Sunday (28), the brands published a video of the moment the Olympic medal was awarded at Christ the Redeemer, made using CGI, generating engagement among influencers and other profiles on social media. On TV, the campaign featured 15 and 30-second teasers.
Starting this Monday, the campaign will bring the Olympic Games to the streets of the five regions of Brazil, expanding the message of the first posts to the places of origin of each athlete, personalized with photos to encourage connections with fans. In total, activations are planned with 230 names, including Marta, Rebeca Andrade, Gabriel Medina, Rayssa Leal, who will be featured in 114 cities.
The campaign was developed in partnership between Globoplay, sportv, Altermark and Alterlabs.
