Uber worked with Clube Atlético Paranaense, Observatorio and MaioaMarelo to show how mobile phones distract drivers – by having a goalkeeper use his on the pitch.
The objective was to raise the profile of the dangers of using mobiles when driving as it sought to mobilize millions of Brazilian fans and people around the world to be awareness of safe driving.
To draw the public and the media’s attention to traffic safety and the dangers of sing mobile phones whilst driving, Uber Brazil teamed up with São Paulo agency Tech and Soul in May 2018 to set up a stunt to spark conversation.
‘Distracted Goalkeeper’ promoted the safe driving May Yellow Movement programme during the match between Athlético Paranaense and Atlético Mineiro in the fifth round of the Brasileirão.
Immediately ahead of kick off, Athlético Paranaense goalkeeper Aderbar dos Santos Neto picked up his smartphone before the start of the match and seemingly began to use it.
This act generated huge media and fan controversy, drew much criticism and saw the club fined $50,000 and the player suspended for a atch.
But really, this was a pre-organised stunt which served to draw society’s attention to road safety.
The team behind the stunt and the player hosted a press conference the day afterwards to reveal that this was an awareness-raising health and safety stunt.
Santos said, “What I did on the field is the same thing thousands of people do every day in their cars,” said keeper Santos. “But getting involved in a traffic accident is much more dangerous than taking a goal.”
The campaign sought to draw attention to the fact that there are more than 400,000 road accidents in Brazil each year resulting in 54,000 deaths (150 per day) according to the World Health Organization (WHO) and cellphones are one of the leading cause of road related deaths in the country.
Uber – Distracted Goalkeeper – Case Study from Telegram Lab Films on Vimeo.
The campaign was created for Uber Head Of Marketing Adriana Gomes, Brand Strategist Patricia Carvalho, Creative Director Tiago Urdan, Associate Creative Directors Vinicius Siepierski and Fabinho Cerdeira, plus Marketing Manager Guilherme Boechat by a team at Tech and Soul Sao Paulo. The agency team included Flavio Waiteman (Creative Director), Daniel Magri (Copywriter), Renan Bulgari (Art Director), Guga Dias da Costa (Art Director), Fernanda Machado (Creative Supervisor / Copywriter), Claudio Kalim (Account Director), Fernando Amino (Operation Director), Luiz Evandro (GP), Luiz Fernando Monteleone (Media Director), Luiz Gustavo (Media Assistant), Fernando Silva (Social), Gustavo Matusda (Social) and Debora Santiago (Social).
Results
This campaign scooped creative awards at Cannes Lions and the New York International Advertising Festival.
In terms of results, it generated:
3.1m Google search results within 24 hours of the match
45.2m social media impressions
149 minutes of on-air combined TV time within 24 hours of the match
US$4.7m earned media value in first three days
Comment:
A brave, smart, savvy stunt which saw the brand and the goalie put their head above the parapet for a cause.
The idea won Silver Pencil at One Show, D&AD Merit, 1 gold, 2 silver and 1 bronze at the NY Festival, 2 GP and 4 gold at the Wave Festival and 7 lions at the Cannes Lions 2019, 2 silver and 5 bronze.
Links:
Uber
Tech and Soul Sao Paulo
https://www.techandsoul.com.br/
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