The kickoff of the activations took place at the Neo Qumica Arena. Throughout the championship, the brand will also have actions on CazTV
With Cristiano Ronaldo, Marta and Richarlison in its campaign portfolio, Clear is now betting on national football to communicate with the public and made its debut during the game between Corinthians and So Paulo for the Campeonato Paulista, Paulisto, this Tuesday. fair (31).
During halftime of the game, the brand had 50 people who formed Squad Clear spread “dandruff” along the pitch, represented by 1,500 white dots, generating curiosity among the fans who were at the Neo Qumica Arena.
Shortly afterwards, the team dressed in blue shirts returned to the field and, as a flag with the words “The Clear Rule: Zero Dandruff” was opened, people removed the white dots from the lawn.
“Clear has already been a brand that communicates through sport for a long time and we wanted to make a moment right at the beginning of the year to bring strong activation. The Campeonato Paulista brought the opportunity to do more than just a visibility sponsorship because we didn’t just want to have the standard of the printed name, we wanted to work on content and brand message. Clear is a performance brand and we wanted to demonstrate this in a playful way”, said Carla Forte, Marketing Manager at Clear.
The brand will be present throughout the championship with other activations and, in addition to the games, it is also sponsoring the broadcasts on CazTV alongside Claro, EstrelaBet, Localiza, PagBank, Puma and Mycon.
For the classic Majestoso, Clear had the presence of some names associated with Corinthians, such as MC Hariel and Nobru, who were responsible for communicating the action on their social networks.
“We’ve had a partnership with CazTV for some time, since the Twitch era. When we partnered with Paulisto, we wanted to bring Casimiro in too for integration. We’re thinking a lot about the brand’s 360 strategy and, for this game, we have branded content within the channel and we brought Nobru and Hariel, who are brand ambassadors”, explained the executive.
Until April 7th, the date on which the championship final is scheduled, the brand will be present on the games’ LEDs to spread the message of “The Clear Rule”. At CazTV, Clear will be featured in the broadcast breaks, in addition to branded content and sponsored content.
For the actions, the brand is counting on Speakeasy, which is leading the entire PR front and creative idea for the action at Neo Qumica Arena, MField, which is responsible for the content front together with the influencers, and Fluid, which takes care of the brand media.
