This weekend, during an event in Uberlndia (MG), the company launched a new institutional campaign, starring Rebeca Andrade
It’s no surprise that Rebeca Andrade is one of the main names in Brazilian Olympic sport, and one of the main medal promises at this year’s Paris Olympic Games. Pan-American champion, world champion and Olympic champion, Rebeca also likes to sing.
And music is one of the points that connects the gymnast (and, why not, singer) with Sankhya, a company offering integrated corporate management solutions — the founding partners, Fbio Tlio and Felipe Calixto, had a band at the end of the decade 1980, Solo Vertical, but, as they say, the project flopped.
Rebeca Andrade arrives to be Sankhya’s poster girl, alongside Bernardinho, another Olympic champion. The announcement was made this weekend during the company’s annual convention, which brought together more than 1,300 people in Uberlndia (MG), the company’s headquarters.
In the film, developed by the FM&D agency and produced by Sanfona Filmes, Rebeca sings ‘Vão’, a song composed exclusively for the action, while a sequence of scenes shows the gymnast’s daily training, commitments and leisure activities.
Our strategy is to expand our vision, reach a diverse audience, establish new connections and add innovative attributes to your brand. Also noteworthy is the correlation between the values of athletes, such as results, performance, techniques, commitment, discipline and effort, and the fundamental values of Sankhya”, said Rodrigo Ribeiro, marketing director at Sankhya.
Freedom to evolve
We released four films at this convention: three by Bernardinho, who was already our poster boy, and one by Rebeca Andrade, who is the big news. Our tagline is freedom to evolve, and when we brought Rebeca in, we asked ourselves what freedom she had to show. So, looking at social media, we discovered how much she likes to sing. We saw that she would be game, since music has always been in Sankhya’s DNA, the founders are musicians, they already had a band. People from the FM&D agency proposed that Rebeca sing a song that would become something that would last until the Olympics, especially because she will win another medal. So, we wrote this song, sent it to her and she loved it.
Film
The film tells her journey, preparing herself for a great challenge, and she sings this song for a minute, with moments of her preparation in the background and, above all, of a normal life, with everyday scenes. In the end, she says that now it’s team Sankhya, and that we have the freedom to evolve. And this motto speaks volumes about our solution. We are from an ERP technology market, as it is known for being very restricted, and we have a very robust and modern solution, which the client has a lot of freedom to adapt to their business.
Media Plan
The campaign will be on ESPN and Globonews, but also on social networks, such as YouTube, in addition to the photography part, which will be present at airports in Brazil. Our audience today are entrepreneurs, from small and medium-sized companies, who, in many cases, already have some ERP software and are in the process of migrating, in order to evolve into something more robust. And we find these people in journalism, at Globonews, and, mainly, in sports, hence ESPN. We have been with tennis for some time on ESPN, following the evolution of this sport on the network. This year we decided, in addition to tennis, to be involved in other elite sports, such as horse riding, sailing and golf. We will also be, in some months of this year, on Linha de Passes. We put together a very robust TV media plan.
