Sponsorship gave us presence on all advertising for the choir. We tailored executions to each medium:TV: Showed the actual choir, all 44 throats singing Beethoven’s 9thRádio: Recorded Symphony of “irritated throats” singing Beethoven’s 9th in contrast of Benalet with Paulistano ChoirPress: Image associated brand to longer performance timesThe above was paired with endomarketing campaign where 32 members of the Pfizer Choir performed at the Pfizer factory.

-Good relationship between the Choir and the “cultural” media, combined with relevance of the message, allowed a negotiation above average media discounts (86% off rate card, compared to standard 40%)-Free PR through the most relevant newspapers and magazines in town -Sales showed a 13% increase