• When sports meets culture

    Right after London 2012 closing ceremony Creative Review wrote a great post showing the best Olympic contributions to creativity in many fields, such as advertising, architecture, technology, design and even arts. We strongly recommend you to read it.

    Among all the items, the one that called our attention the most is the London 2012 video to present the brand new Velodrome. The design is inspired by Tron and the soundtrack is by Chemical Brothers. In other words, the final result is totally different of what we are used to see in sports events.

    It´s interesting to note that this video can also be considered as a music clip. It would be a high quality content even if it wasn´t related to London 2012. Pure entertainment with a lot of references from outside the sports universe, but that fit nicely.

    Take a look:

    We believe that advertising involving sports can (and should) go beyond it, adding other elements to achieve a richer result, capable of engaging and amaze.

    Another good example is the old Adidas campaign that mixed sports and pop culture, with stars at the iconic Star Wars cantina. We love it!


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  • #Socialympics 2

    Many specialists do consider London 2012 as the first games from the “social era”. In other words, London 2012 were the first games with a major influence from social media. If we think about Beijing 2008 the main social media platforms that we know today were not there, or were in the very beginning.

    So, which was the real social media impact in London 2012? How did the committee and athletes benefit from it? How did traditional media (TV, radio etc.) react? Which were the learnings to Rio 2016? And how brands can benefit from this scenario?

    Our British partnersSynergy Sponsorship, together with Jam, a social media agency from the same group, organized #Socialympics 2, a debate inside London´s Social Media Week, to discuss these issues. #Socialympics 1 took place during the games.

    In the video below you can watch the debate highlights, which had executives from both agencies, Twitter, British press and British Olympic Association.


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  • I want to see during the World Cup

    “I want to see during the World Cup” is a brazilian meme that express how people feel about the lack of infra-structure, politics corruption and general distrust about World Cup 2014. For example, if there is a problem in a subway station or at the airport, someone will say “I want to see during the World Cup”.

    The truth is that many brazilians don´t believe that we will be able to deliver a great event to the world. And, unfortunately, we have histortical reasons for that. In the end everything is gonna be alright, but the path has had its bumps.

    The news is that a group of social activists is trying to look from another point of view. They are launching a crowdfunded project called “I want to see in the World Cup”, which is an online platform that will congregate social projects from the whole country, showing how this World Cup can be good to Brazil. They want this to inspire new people and new projects.

    This kind of initiative shows an optimistic path for brands that want to talk about the World Cup in a more institutional and less sportive way. In other words, more about social development and less about the game itself. Yes, it´s possible.

    And you? What kind of Brazil do you want to see during the World Cup?
    (the video below is the project presentation, in portuguese)


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  • Lessons from London 2012 for Rio 2016

    Ativa Esporte has recently closed a partnership with Synergy, one of the most relevant sports marketing agencies in the world. During London 2012 we contributed to Synergy´s blog posting the view from Brazil of the Olympics.

    This is the third and last post, originally published on August 10th 2012.

    In the London 2012 closing ceremony, Brazil enjoyed the traditional eight minutes accorded to the Games’ next hosts  to symbolise the handover from London to Rio and present the spirit of Rio 2016 to the world. It was a great show with some Brazilian music and sports stars, and the overall reaction was very positive. Yes there were clichés like samba and carnival, but they also created a great mix of Brazilian traditional and modern culture elements.

    The spirit of the Rio Games evoked by Rio’s section in the London 2012 Olympics Closing Ceremony (Xinhua/Photoshoot)

    Those eight minutes marked the passage between the events, and now the Olympic flag is officially with Brazil. For us it´s time to look to the past, London 2012, to create the future, Rio 2016. What can we learn from the results to use in the next four years?

    Brazil won three gold medals as in Beijing 2008, along with five silvers and nine bronzes, a total of  17, two more than in Beijing. The women´s volleyball team, already national heroes, won their second gold medal in a row. But the other two gold medals were surprising, which created new Brazilian sports icons: Sarah Menezes in judo and Arthur Zanetti in gymnastics.

    Sarah Menezes on the podium after taking judo gold for Brazil at London 2012

    The silvers and bronzes also created new Brazilian heroes. Esquiva Falcão and Yamaguchi Falcão, two brothers, won silver and bronze in boxing, and Adriana Araújo took bronze in the women´s boxing. Those were the first medals in boxing since 1968 for the country. Yane Marques’ bronze medal in the final event of the Games was another great surprise, as the modern pentathlon is virtually unknown here.

    On the other hand Brazil also had some disappointments. The biggest one was the silver medal in men´s football. We had never won a gold medal in our most popular and successful sport and the expectations were very high. Silver tasted like iron. Swimming, sailing, equestrianism, athletics, and beach volleyball all disappointed too. As a result, the government announced $700m of investment in elite sport in the next 4 years with the ambition of achieving a top 10 place in Rio.

    “Silver tasted like iron”. Brazil’s footballers are distraught after losing to Mexico in the London 2012 football final

    Back to marketing, there is a clear path for sponsors to look fondly to other Olympic sports, besides football. Other team sports, for cultural reasons, have an enormous potential. Volleyball is the second most popular sport. Basketball was big in the past and is rising again. Handball and rugby are growing fast. And our London 2012 medallists also point the way for brands to sponsor less traditional sports like gymnastics, boxing, and modern pentathlon. And finally there’s acres of white space for companies prepared to embrace the unknown, and take ownership of sports that are almost non-existent in Brazil such as hockey and badminton.

    Be brave, Brand Brazil!


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  • How Brands are Activating London 2012 in Brazil

    Ativa Esporte has recently closed a partnership with Synergy, one of the most relevant sports marketing agencies in the world. During London 2012 we contributed to Synergy´s blog posting the view from Brazil of the Olympics.

    This is the second post, originally published on August 10th 2012.

    When we were thinking of what to write about how Olympic sponsors were activating in Brazil around London 2012,  we felt this post would be short! The truth is, for several reasons, this is one of the less activated Olympic Games here.

    Both brands and consumers seem to already be so focused on the 2014 World Cup and the 2016 Olympics that sponsors seem mostly to have passed on London 2012. And don’t get us wrong, brands do have a tradition of Olympics activation in Brazil. But this year, things are different.

    Here are brands in Brazil doing the best job of activating London 2012.

    P&G has used its ‘Thank You Mom’ Olympics campaign and is also activating at retail. Their message has resonated strongly with Brazilians’ hearts and minds.

    Coca-Cola re-edited a famous promotion from the 80s and 90s that gives consumers thousands of branded yo-yos, and made them Olympic themed. It’s a good move, but in our opinion a little conservative.

    Bradesco, the official bank of Rio 2016, is using Brazilian athletes. They have to think long term because their main competitor, Itaú, is a sponsor of the World Cup and is already using football strongly.

    Sadia, a Brazilian food brand, sponsors some Brazilian Olympic federations (judo, swimming and gymnastics) and created this video mixing sports with fantasy and videogames. For Brazilian sports sponsorship, it’s a very original approach.

    On the other side Burger King has fallen foul of the IOC by ambushing the Games using a promotion involving Brazilian gold medals. But ironically McDonald’s, the Games sponsor who objected to the campaign, are concentrating their marketing eforts here on an Ice Age 4 promotion.

    In summary, most brands here have failed to create something relevant to consumers using the Games. Almost every sponsor did some kind of activation, but, with a few exceptions, they’re not generating much buzz.

    Should they have used London 2012 as a link to Rio 2016? We think so. An opportunity missed.


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