{"id":455,"date":"2012-08-28T11:00:21","date_gmt":"2012-08-28T11:00:21","guid":{"rendered":"http:\/\/www.ativaesporte.com\/?p=508"},"modified":"2024-06-26T10:13:26","modified_gmt":"2024-06-26T10:13:26","slug":"how-brands-are-activating-london-2012-in-brazil","status":"publish","type":"post","link":"https:\/\/robertoveiga.com.br\/aaaaa\/en\/how-brands-are-activating-london-2012-in-brazil\/","title":{"rendered":"How Brands are Activating London 2012 in Brazil"},"content":{"rendered":"

[et_pb_section fb_built=”1″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”]Ativa Esporte has recently closed a\u00a0partnership with Synergy<\/a>, one of the most relevant sports marketing agencies in the world.\u00a0<\/strong>During London 2012 we contributed to Synergy\u00b4s blog posting the view from Brazil of the Olympics.<\/strong><\/p>\n

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This is the second post, originally\u00a0published on August 10th 2012<\/a>.<\/strong><\/p>\n<\/div>\n

When we were thinking of what to write\u00a0about how\u00a0Olympic sponsors\u00a0were activating in Brazil around\u00a0London 2012<\/a>,\u00a0 we felt this post would be short! The truth is, for several reasons, this is one of the less activated Olympic Games here.<\/p>\n

Both brands and consumers seem to already be so focused\u00a0on the\u00a02014 World Cup<\/a>\u00a0and the\u00a02016 Olympics\u00a0<\/a>that\u00a0sponsors seem mostly to have passed on\u00a0London 2012. And don\u2019t get us wrong, brands do have a tradition of Olympics activation in Brazil. But this year, things are different.<\/p>\n

Here are brands in Brazil\u00a0doing the best job of\u00a0activating\u00a0London 2012<\/a>.<\/p>\n

P&G<\/a>\u00a0has used its \u2018Thank You\u00a0Mom\u2019 Olympics campaign and is also\u00a0activating at\u00a0retail. Their message has resonated strongly with\u00a0Brazilians\u2019 hearts and minds.<\/p>\n

Coca-Cola re-edited a famous promotion from the 80s and 90s that gives consumers thousands of branded yo-yos, and made them\u00a0Olympic themed. It\u2019s a good move,\u00a0but in our opinion\u00a0a little conservative.<\/p>\n

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Bradesco<\/a>,\u00a0the official bank of Rio 2016, is\u00a0using Brazilian athletes.\u00a0They have to think long term because their main competitor,\u00a0Ita\u00fa<\/a>, is a sponsor of the World Cup and\u00a0is already using football strongly.<\/p>\n

Sadia<\/a>, a\u00a0Brazilian food brand, sponsors some Brazilian Olympic federations (judo, swimming and gymnastics) and created\u00a0this video<\/a>\u00a0mixing sports with fantasy and videogames. For Brazilian sports sponsorship, it\u2019s a very original approach.<\/p>\n