Petrobras has bought the naming rights of the Formula 1 Brazil Grand Prix. However, the biggest TV station in the country has a rule and doesn´t mention sponsors’ names in the streamings. The solution in activating this sponsorship was to spread the campaign ourselves.

First, we created the most valuable trophy in the world with a talented artist, a trophy made with a stone that Petrobras brought from the pre-salt layer. Then, we showed this to the population using 2 videos on internet. And made exhibitions of the trophy in the most important cities in Brazil. In these exhibitions, multimedia station explained people how Petrobras could make the trophy. Journalists also received a piece of the pre-salt layer, maximising the impact on the press.

More than 3m people visited the exhibitions in the most important cities in Brazil. In just 15 days, 42 stories about the trophy were broadcast in the main vehicles of the country. Spontaneous media was valued at 1m dollars.And more than 50m people around the world saw the trophy on TV on the Grand Prix day. But, most important, a lot of people started to know more about the work at pre-salt, the greatest trophy in the history of Petrobras.