The volume of fan members rose from around 30,000 to 40,000 members with the Fair campaign
The 98 years of history of Athletico Paranaense are now told by the newly born Fair Creativity Shop. The partnership, made with the club in October 2021, sealed the creation of the agency founded by Juliano Ribas, who arrived with the promise of “entering the world of creativity without borders”, comments Ribas.
A graduate of Lew’Lara\TBWA and TBWA\Media Arts Lab, the creative director also worked at DPZ, EURO RSCG, JWT and Z+. Apple, Netflix, Vivo, Itaú, Sadia, GM, Bayer, Unilever and Friboi are among the brands for which the publicist has worked over the 30 years of a career that is now finding its own path.
“I did some projects during the pandemic, which pointed the way to a business format based on a fairer and closer relationship with the customer, capable of guaranteeing multidisciplinary deliveries”, points out Ribas. Works for Casa Natura Musical and Rede Globo, among others, were developed during this period. But it was Athletico Paranaense that established Fair’s name in the market.
“We hope to close the year with new accounts in prospect, in addition to having our own team and headquarters in 2023”, anticipates Ribas, who has at his side the service and business director Eric Oliveira. The executive founded Ogilvy Healthworld and ran the operation for more than eight years, among other agencies. In addition to transparency, Fair refers to ideas ranging from campaigns to TV series, game creation or animation, applied to various business categories. “Achieving balance is the most important thing”, recalls Oliveira.
After increasing the number of Athletico Paranaense supporters from around 30,000 to 40,000 members, the strategy is already aiming for another title. Towards the centenary of the club, in 2024, the forecast is to add one hundred thousand fans of the brand. The plan includes the concept Vem boiling, which used the slogan Você no Caldeirão, hotter the hurricane to attract fan members with new plans, packages and exclusive benefits.
One of the venues for the 2014 World Cup in Brazil, the Joaquim Américo Guimarães Stadium, known as Caldeirão, is home to the red-black, who won the “biggest advertising campaign in its history”, highlights Mario Celso Petraglia, president of the club. . Creativity, commitment, strategy and trust were decisive in choosing Fair. The expectation is that Athletico Paranaense will become a company by the end of the year, according to the law of the Sociedade Anônima do Futebol (SAF), opening a new level of investment. “It is a new moment”, emphasizes Ribas.
With a parody of the song Bella Ciao, the film released in April invited Atletico fans to support the team at Caldeirão. TV, spot, billboard, street furniture, merchandising, programmatic media and content for YouTube and TikTok were in the media plan. According to Ibope Repucom, Athletico Paranaense has more than 3,333,640 subscribers between TikTok, YouTube, Instagram, Facebook and Twitter, ranking 16th among the 50 Brazilian clubs studied in the first half of 2022.
The volume of new registrations on the clubs’ official platforms increased by 31% compared to the same period of the previous year. In total, 15.6 million new fans were registered. “The public is getting younger and younger, familiar with games, the metaverse, NFTs and the entire virtual world brought together by 5G technology. It is a natural way to unlock new experiences”, points out Ribas.
