Living intensively may cause you some muscle pain. But it worth, because in the end of the day it makes you feel alive. Through this new brand positioning, Dorflex, the number one pain reliever in Brazil, needed to explain to consumers the new brand message and encourage them to live their lives to the fullest without worrying about muscle pains no more.

Salvador is the brazilian capital of Carnival, world-famous by its intensity and energy. But spending days partying around town comes with a price: muscle pain. Worse: it makes people lose part of the most important brazilian party. Dorflex, the number 1 pain reliever in Brazil, wasn’t ok with that. We needed to save people's Carnival from the pain, or like we say in Portuguese, “dor”. But how could we help people overcome it when “dor” is present even on the name of the city? In order to strikethrough "dor", we transformed the city of Salvador into the city of SALVA (which means “SAVE” in Portuguese).

The strategy was to activate the brand in the most intense (and great) Brazilians events, in order to people naturally be able to do this correlation by themselves. Not by chance, Carnival was elected the greatest Hot Moment of the year for Dorflex. It had all the intense components necessary, and Salvador the perfect audience to launch the new brand message: “If it`s intense, Dorflex.” Through SALVA campaign, we renamed a city, enabled a new location for it, launch a Carnival Hit (CarnavalEmSalva), relieved the pain of many by offering free massages and connected everything through a hashtag #CarnavalEmSalva that automatically became trendy.

First an intervention was made in the main city sign: a strikethrough in the word "dor", transforming the city of Salvador into the city of SALVA. And we enabled this location so people could check-in on it. Then a Carnival hit was created through a partnership with one of the most famous Salvador`s band, Harmonia do Samba, to introduce the new city name to the public. The band played our music repeatedly on every show. We even made a special choreography for it. Influencers joined the party and the conversation, together with their followers. People started to say SALVA to refer to Salvador. But actions speak louder than words, so free massages were offered in drugstores to help everybody to really get rid of pain. In the end, they even won “SALVA” souvenirs to always remember the world greatest Carnival without pain.

The campaign result in 1.04 billion of global impact, a global reach of 81%, and increased buy intention in 11%.

6 days of party. 2 million of people. 17.955 artists performing and 4,98 thousand hours of music played. These are some numbers of Salvador`s Carnival, the biggest one in Brazil. And people usually get a lot of muscle pain from living the intensity of this famous cultural party. Coincidentally, the name of the city of Salvador means, in Portuguese: SavePain. “Salva”, means “save” in English, while “Dor” means pain. So it became our mission to really save the Carnival, taking the dor away from the city. And only Dorflex, the number one pain reliever in Brazil could do it.