The use of branded content is still very new in Brazil. The country has a large communication network (Globo Network), the absolute audience leader, which uses its enormous power to exert strong control over advertising formats.The Globo Network introduced the standards adopted by all Brazilian broadcasters: commercial breaks with pre-established times (15”, 30”, 45”, etc.) and little interference in programme content.Any type of proposal that gets away from that standard is very difficult to implement

Flamengo, Brazil’s most popular football team was celebrating the 30th anniversary of its greatest victory: the 1981 World Championship.Challenge/Objective’s: Olympikus, supplier of Flamengo’s sports materials, wanted to make the most of the date to strengthen its relationship with fans. By doing more than paying a simple tribute.Strategy: We decided to bring back the greatest moment in the club’s history, giving fans an extremely valuable asset: the original 1981 narration. On the same day, time and way as 30 years ago: on the radio. This is the form of media most closely related to football in Brazil, the fan’s inseparable companion, a form of media that stimulates the imagination, helping bring back memories.Execution: Instead of buying a standard media format, we convinced Globo Radio, Rio de Janeiro’s most well respected station, to alter its schedule. During a time slot they usually dedicate to music, we broadcast again the original match narration in its entirety. Play by play.In order to ensure the experience would be as realistic as possible, Olympikus only appeared at the beginning and end of the broadcast, without interrupting the narration.

The content was brought back due to its being extremely valuable to our audience: Flamengo fans. For them, a rebroadcast of the greatest victory in the history of their beloved team is priceless. Especially in the context in which we broadcast it: on the same day and time, the title was won 30 years ago. In other words, it was content they were very ready to consume.

The broadcast was promoted on Twitter, Facebook (where a countdown was done), through online media and special radio spots, with player statements.

A 300% larger audience, at over 90,000 listeners/minute, and a 900% larger for online radio. The action was so successful that it became a hot topic on the radio the next day.The broadcast dominated Twitter as well, with 5 trending topics over a 12 hour period, generating potential impact of 14,297,107, able to fill out Maracanã Stadium 174 times.On Rio de Janeiro’s streets, cheers, horns and fireworks sounded at every Flamengo goal.On Twitter, thousands of ‘thank you Olympikus’ messages by fans for the tribute.And all with a radio investment of less than $27,000.