Flamengo, Brazil’s most popular football team, was celebrating the 30th anniversary of its greatest victory: the 1981 World Championship. Olympikus, supplier of Flamengo’s sports materials, wanted to make the most of the date to strengthen its relationship with fans, and do more than pay a simple tribute.

A 300% larger audience, at over 90,000 listeners/minute. And 900% larger for online radio. It was so successful that it was a hot topic on the radio the next day.The broadcast was the dominant subject on 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 streets, cheers, horns and fireworks sounded at every Flamengo goal.On Twitter, thousands of moving thank-you-Olympikus messages from fans for the tribute.And all with a radio investment of less than $27,000.

We decided to bring back the greatest moment in the club’s history. In the same day, time and way as 30 years ago: on the radio. Instead of buying a standard media format, we convinced Rio de Janeiro’s most well-respected radio station to alter its schedule. During a time slot they usually dedicated 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.

Radio 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. Not only that, but it’s an agile form of media that responds quickly, exactly what we were looking for. Therefore, it was the perfect media for carrying out our action.