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The most inspiring people in Brazil will be the RIO2016 Torch Bearers. Bradesco invited Brazilians to nominate candidates and celebrate people’s beautiful values and stories through premium content, all integrated on a cross platform experience.
This work represents how hard we tackled one of Bradesco’s biggest problems in the history of the brand: the strategy for the Olympic Games.

To overcome the chaos that a project as huge as this one can cause amongst its stakeholders, mcgarrybowen led and designed a strategy workshop yet in 2014. We involved several teams from the client (Branding, Social, Paid Media, Sports Marketing), ATL, BTL and PR agencies, plus partners such as Google, Facebook and digital influencers.

Later, when we were creating the concept for the campaign, we developed the “People that Inspire People” creative strategy, that was able to integrate the whole digital and social campaign under the same voice, from digital films till banners and adsense. Nearly twenty content creators and influencers also joined the campaign, and everything was perfectly fit under the same purpose.

Near the launch of the campaign our client had a budget cut, that cancelled a massive offline campaign. But the digital platform alone, optimized for desktop and mobile devices, plus our CRM and social media activations guaranteed almost the triple of the expected results.

Also, we used this work to raise engagement and attractivity, for a brand that asks for immediate rejuvenation.

Bradesco is the 2nd biggest private bank in Brazil and the 2nd most valuable brand, serving almost 30 million clients. It is well known for its democratic positioning focused on middle classes and its presence in 100% of Brazilian municipalities. But people seems to care less about it nowadays. Brand attractivity is going down (specially amongst youngsters).

The Torch Relay was an opportunity to raise attractivity levels and engage audiences, but we would face not only our usual competition (Brazilian major banks): we entered Coca-Cola’s ground, and also had Nissan as the third Torch sponsor. We had the advantage of being the only Brazilian brand sponsoring the Torch Relay, but Coca and Nissan would invest high numbers on paid media, tending to dominate the subject.

At last, 2015 was a very turbulent year for Brazil. People were on the streets protesting against the government and the news were overflown by corruption scandals. Pessimism took over, and the ghost of the 7x1 elimination in the 2014 World Cup haunted our plans. Again, we had the advantage of being the only Brazilian brand sponsoring the Torch Relay, but to evoke patriotism wouldn’t be a good idea.