THE PELÉ OF TRIBUTES
A well-deserved final chapter to a remarkable story
👑 🔟 ♾️
WITH THE DEATH OF PELÉ ON 12/29/2022, FOOTBALL LOST ITS ROYALTY. THE KING HAD THE FUNERAL OF A HEAD OF STATE, BUT ONE LAST CHAPTER WAS MISSING TO LIVE UP TO HIS LEGACY.
THIS IS A STORY THAT SPORTV, THE BIGGEST SPORTS CHANNEL IN LATIN AMERICA, HAS THE ROLE OF TELLING.
A landing page was created for fans to participate in the petition to put the king's name in the dictionary. The announcement took place live on "Redação Sportv" and simultaneously with the channel's social networks, in addition to Premiere, Globoplay and Santos FC.
The campaign WAS MENTIONED by all of Grupo Globo's media and channels in programs such as Esporte Espetacular, Globo Esporte and Fantástico. In addition, influencers such as Casimiro and professional athletes endorsed the campaign on their social networks.
Santos FC, the club where King Pelé played most of his career, displayed the campaign website on his uniform to play a Brasileirão match and the fans paid tribute in the stands with flags and banners.
Sportv invited people to participate in the campaign and displayed the website in all of its programming, including transmissions of Brasileirão matches through narrators and QR codes on the screen.
Live streaming of the moment the tribute was made official
After more than 100,000 signatures, the tribute was made official at the Sports Summit that took place in the city of São Paulo, a global event on sports marketing in the place where King Pelé scored some of his most iconic goals, the Pacaembu stadium.
The repercussion was global with numerous media vehicles from different countries reporting the homage, resulting in
+ 20,000,000 people reached
4.7% engagement on social networks
50% home penetration in Brazil with earned media
50+ engaging personalities & influencers
+ 20,000,000 people reached
4.7% engagement on social networks
50% home penetration in Brazil with earned media
50+ engaging personalities & influencers
The following week, the cbf made good use of the term and honored one of the greatest Brazilian sports narrators with a plaque that declared him as the pelé of the voice and emotion of the fans.
FINAL VIDEO WITH THE RESULTS OF THE CAMPAIGN
AWARDS 🏆
BRONZE | Creative Effectiveness | CLIO SPORTS AWARDS
GRAND PRIX | Effectiveness Awareness - Sports | Lisbon international advertising festivals
GRAND PRIX | Effectiveness Awareness - Culture | Lisbon international advertising festivals
gold | Effectiveness Awareness - Media & Entertainment | Lisbon international advertising festivals
gold | Public Relations Creative Effectiveness | Lisbon international advertising festivals
gold | Promo & Activation - Creative Effectiveness | Lisbon international advertising festivals
gold | Public Relations Spontaneous Media in Advertising Campaign | Lisbon international advertising festivals
gold | Promo & Activation - Low Budget Activation | Lisbon international advertising festivals
silver | Creative Effectiveness - Digital | Lisbon international advertising festivals
SILVER | Ativação Low Budget | Prémios Lusófonos da Criatividade
SILVER | Digital Sport | Prémios Lusófonos da Criatividade
SILVER | Social media | Prémios Lusófonos da Criatividade
SILVER | web campaign | Prémios Lusófonos da Criatividade
SILVER | best use in RP | Prémios Lusófonos da Criatividade
BRONZE | Creatividad Efectiva - Aporte Cultural y/o Multicultural | Festival Iberoamericano de la Creatividad
BRONZE | Contenido con mejor estrategia digital | Festival Iberoamericano de la Creatividad
best sports marketing campaign 2023 (LATAM) | CONFUT SUDAMERICANA
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