_Werner Pöckel

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Werner Pöckel

.01

Brazilians
as real
protagonists.

#agoraéBRA

Case BRADESCO
RIO 2016
OLYMPIC CAMPAIGN

Brazilians
as real
protagonists.

.01

For the first time South America, more specifically
the city of Rio de Janeiro, would host the greatest
sports event in the World: the Olympic Games.
And Bradesco, as a genuinely Brazilian company,
was the first brand to sponsor the coming
of the event to the country. In addition to the Games,
the bank also sponsored and encouraged
the Olympic Torch Relay, the Mascots and Team Brazil.

After 3 years of planning and a lot of work to establish
Bradesco as an important sports sponsor,
it was time to start the game. It was showtime.
With the strategy of using the Brazilians themselves
as protagonists of the communication, we set up
a War Room in Rio de Janeiro with the goal
of delivering content in real time, and of course,
root for Brazil.

Deliverables

Digital Strategy & Real Time Content

.02

UP TO
230 POSTS
IN 30 DAYS

.03

TO PARTICIPATE

The Olympic Games Rio 2016
was a success, thanks to
the Brazilian people who know
quite well how to throw a massive party.
From the beginning to
the end of the Games, what was felt
in Rio was a unique vibe.
We took advantage of this feeling
and turned it into different types
of content for the bank’s social networks.

20%

share of voice on twitter. the largest among sponsors.

79%

positivity rate in responses to our content.

THE MOST
REMEMBERED

BRAZILIAN
BRAND OF
THE OLYMPICS.

THE ONLY
BRAND

TO USE UGC
IN THE
OLYMPICS.

 

 

 

 

.04

ATHLETES
AS REAL
PEOPLE

In addition to a team of 35 people,
we also took to Rio, some stories
of our own athletes. The idea was
to show these athletes as real people,
not super heroes, who had the dream
of bringing home an Olympic medal.

team

  • CREATIVE DIRECTION

    Werner Pöckel

  • ART DIRECTION

    Werner Pöckel
    Marcelo Marui
    Natacha Engelmann
    Vitor Lessa

  • COPYWRITING

    Felipe Natal Nepomuceno
    Bianca Agnelli

  • PRODUCTION

    Shinjitsu Films
    Lucha Libre