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Price on the Jersey

basics
Industry: Retail & Distribution
Media:Direct Market
Market:Brazil
Style: Minimalism
descriptioncnen
CampaignDescription

To show the population of the entire region that Walmart has low prices on many items, including on daily items, we used numbers Brazilians love to look at: the numbers on soccer players’ jerseys. We established an unprecedented partnership with Fluminense de Feira, one of the most popular teams in the region, and displayed Walmart’s offers on players’ jerseys, transforming player numbers into prices. We showed a different offer on each athlete’s jersey. Each week, each player’s jersey displayed a new offer. The impact of showing Walmart’s offers on players’ jerseys extended well beyond the stadium, generating interaction on live, prime time television without additional expenses for this coverage, and on radio, where announcers gave their commentaries of the games using Walmart offers together with players’ names.
Synopsis

The supermarket retail segment in Brazil is extremely competitive and regional. The dispute among supermarkets is directly proportional to the investment in the region. It’s a war in which those who invest the most, appear the most. After the economic crisis affected the entire country, Walmart needed to reclaim its position in a critically important region: the Brazilian northeast. The country’s economic situation also affected the brand’s investment. As such, we needed a low-cost action that was capable of impacting the population of an entire region, whereby increasing customer flow in the brand’s stores and showing one of Walmart’s global pillars: everyday low price.
Execution

Walmart’s offers showed up on the field on Fluminense de Feira jerseys during the finals of the Championship. Walmart sent us the offers available each week in their stores and we printed these offers on players’ jerseys. Ex: a team’s goalkeeper usually plays wearing number 1, but during our campaign, the goalkeeper wore jersey number $1.58, which was an offer for Spaguetti Vitarella. The next week, after the offer was changed, he played wearing another number of a different product offer. This was done with each player, who played in each game wearing a different offer. The team’s great performance helped increase the brand’s exposure even more. With televised games playing on prime time, we were able to show Walmart’s offers not only for those who were at at the stadium watching the games live, but also for everyone else who followed the games on television or radio.
Outcome

This action generated an increase in customer flow at the brand’s stores in the region, and some of the products shown experienced increases in sales of more than 40% in the days following the games. All in a year in which the Brazilian economy was in a deep recession and retail sales as a whole fell by 7%. This idea turned into a new communication platform for Walmart. The company has already closed contracts with new teams, such as Caxias do Sul FC and Sport Clube Campina Grande, to repeat this action in other regions that are important to the brand. The idea also helped Walmart build its relationship with those living in the region, as it supported a local team that, despite being popular and well-loved, is lacking in resources and visibility.
Strategy

To increase the flow of consumers in Walmart stores in the country’s northeastern region, we used Brazil’s greatest passion to speak to the whole region: soccer. We chose one of the most popular teams in the region for this action. In addition to having a large fanbase, Fluminense de Feira is a team in need of investment. This was fundamental to being able to display our offers to all fans with a small investment but high exposure. This was the right choice, as the team played in the semifinals of the championship and the action reached the region’s entire population, reaching both Fluminense fans and fans of rival teams, who had fanbases similar or greater in size to that of Fluminense. This celebrated Walmart’s internationally known strategy of saving on everything, which makes it possible to pass on the lowest prices to consumers at the checkout.
Relevancy

To speak to an entire region in Brazil, Walmart chose a direct way to communicate: using one of the region’s most beloved soccer teams. Walmart spoke with fans. They used Fluminense de Feira FC, the third largest team of Bahia to announce their low prices. We put the prices of Walmart products on players’ jerseys. Instead of traditional numbers on their jerseys, each one played wearing the price of a product on his back. This action communicated an idea from the world’s largest retailer directly to Brazilian soccer fans and went beyond the stadium, generating engagement via TV and Radio.
credit
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Other credit:Entrant Company: DM9DDB, São Paulo, Brazil
Media Agency: DM9DDB, São Paulo, BRAZIL
PR Agency: DM9DDB, São Paulo, BRAZIL
Additional Company: ACADEMIA DE FILMES, Sao Paulo, BRAZIL
Additional Company: JAMUTE, São Paulo, BRAZIL
Creative Chairman, Nizan Guanaes, DM9DDB
Agency Producer, Pedro Bueno, Rodrigo Luchini, DM9DDB
VP of Client Service, Marcelo Passos, DM9DDB
Client Service, Ricardo Polmon, Bruno Zambotti, Giulia Sonnenfeld, DM9DDB
Media, Jefferson Sales, Larissa Deliberai, DM9DDB
Soccer Team Approval, Xico Melo, Fluminense de Feira
Independent Consultant, Verena Kirchhoff, Fluminense de Feira
Marketing Director, André Svartman, Arnaldo Camorim, Walmart
Executive Producer, Paulo Roberto Schmidt, Academia de Filmes
Production Cordinator, Tais Caetano, Academia de Filmes
Composer, James Pinto, Thiago Lester, Jamute
Jamute Team, Otavio Bertolo, Sanjai Cardoso, Cristiano Scherer, Sabrina Geraissate, Jamute
Digital Producer, Fernando Tosta, DM9DDB
awards
The One Show 2018
Bronze Pencil Cross-Platform
Experiential / Events & Competitions
Cannes Lions International Festival of Creativity 2017
Gold Direct
Retail, e-Commerce, Restaurants & Fast Food Chains
Cannes Lions International Festival of Creativity 2017
Silver Direct
Low Budget / High Impact Campaign
Cannes Lions International Festival of Creativity 2017
Bronze Direct
Acquisitions
Cannes Lions International Festival of Creativity 2017
Bronze Integrated
Integrated
Cannes Lions International Festival of Creativity 2017
Bronze Promo & Activation
Retail, e-Commerce, Restaurants & Fast Food Chains
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Use of Integrated Media
Cannes Lions International Festival of Creativity 2017
Shortlist Promo & Activation
Low Budget / High Impact Campaign
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