We know this blog is becoming inundated with World Cup related content, and we also know that this campaign is a bit of a blast from the past, but with the German’s taking it all home yesterday, lets go back to where these games started, marketing-wise.
Embratur, Brazil’s tourism department, worked with the Sao Paolo based Neogama/BBH to bring to life the “Lucky You” campaign just over a year ago. This campaign, which was aired during the schedule announcement for each of the World Cup games, aimed to bring Brazil to the world in a facet beyond just soccer, and in the timeliest fashion.
Armed with pre-prepared content, marketers took over a Neogama boardroom the for the duration of the announcements. Every time a match was announced, this pre-ready content would be mix and matched together to create a relevant ad in real-time, that was released within the day.
For example, when England was announced to play in Manaus, Neogama/BBH was quickly able to put together this ad, which features a British gentleman living in Brazil who describes the wonder of the area from his perspective.
Aimed at reaching the consumer as they worked to book trips to see the Cup, these ads helped to broaden the tourism appeal of the country beyond just the soccer matches. The real time release, and in-depth preparation of the campaign are impressive features that separate this effort from the usual.
In an industry striving toward real time interaction, Neogama/BBH hit a home run. This year's World Cup achieved attendance records, something that was undoubtedly spurred by this campaign.
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