The 12-Day Campaign That Outshone Coca-Cola and Empowered Women's Sports:

How We Leveraged Women’s Sports to Outperform Coca-Cola in Just 12 Days:

Guaraná Antarctica, in collaboration with Africa Creative, and Ipanema Media (Sydney, Australia-based), has made waves in the advertising world by winning a Bronze Lion at the Cannes Lions 2024. This groundbreaking campaign was designed to boost media coverage of the Women’s World Cup, involving the Brazilian community in Australia as vibrant correspondents.

Addressing the Disparity in Women’s Sports Coverage:

Problem

Women’s sports, particularly football, often receive significantly less media coverage compared to men’s sports. This disparity diminishes the visibility and recognition of talented female athletes and reduces fan engagement. Read more about the media coverage gap in women’s sports.

Solution

To address this issue, Guaraná Antarctica launched the “Fan Reporter” campaign. This initiative invited Brazilian expatriates in Australia to become “International Correspondents.” Participants received game tickets and a complete reporting kit, including a shirt, hat, and microphone cover. Registrations were conducted via Instagram DM, WhatsApp, Facebook groups, or at a broadcast van stationed at various advertised locations. Explore the Fan Reporter Campaign.

Results:

Exceptional Engagement

The campaign’s impact was profound. It generated a 2132% spike in search interest for Guaraná Antarctica, surpassing the official sponsor, Coca-Cola. The campaign co-created 3300 hours of content, compared to the main TV broadcaster’s 760 hours, and produced 1250 Fan Reports versus 95 from mainstream reporters. For a deeper dive into this shift in media coverage, check out this study on gender imbalance in sports media.

Community Empowerment

By transforming fans into reporters, Guaraná Antarctica empowered the Brazilian expatriate community in Australia. This strategy not only increased the visibility of the Women’s World Cup but also fostered a sense of community and participation. The campaign ensured that the Brazilian women’s team received the attention and support they deserved, with viewership increasing by 1,300%. Learn more about women’s sports and media coverage.

The Big Idea: Democratizing Sports Reporting:

Concept

The core idea behind the “Fan Reporter” campaign was to democratize sports reporting. By providing fans with the necessary tools and platform, Guaraná Antarctica enabled them to share their unique perspectives and experiences. This approach not only bridged the media coverage gap but also created an engaging and dynamic narrative around the Women’s World Cup. View the Fan Reporter Entry.

Execution

The campaign’s participatory nature captivated both the participants and the audience. By involving fans directly in the reporting process, Guaraná Antarctica created a dynamic and interactive experience that resonated deeply with the community and beyond. This level of engagement was a key factor in the campaign’s success.

Understanding the Audience

Guaraná Antarctica’s deep understanding of its target audience Brazilian football fans was crucial to the campaign’s effectiveness. By tapping into the passion and enthusiasm of these fans, the brand crafted a campaign that was not only impactful but also memorable. This connection with the audience was a significant factor in the campaign’s widespread success.

Ipanema Media’s Essential Role:

Creative Direction

Ipanema Media played a pivotal role in the campaign’s execution. They were responsible for organizing correspondents, influencers, and creating and facilitating event meet-ups. Their efforts included the creation and distribution of customized media kits and transforming a van into a mobile news correspondent hub. Ipanema Media also adapted the campaign to the Australian landscape and the international nature of the client, ensuring its success. This creative direction was crucial, especially considering the unique challenges and opportunities presented by the Australian environment.

Rapid Execution

One of the most impressive aspects of this campaign was its rapid execution. Ipanema Media managed to coordinate location shots for video production and establish communications with media channels like WhatsApp and Facebook, all within a remarkable 12-day timeframe. This swift and efficient execution showcased Ipanema Media’s capability to deliver high-impact campaigns under tight deadlines.

Proven Expertise

Ipanema Media’s history of creating viral campaigns was reinforced by this project. Their ability to outperform the main sponsor, Coca-Cola, in search mentions and secure a Bronze Lion at Cannes highlights their expertise. Moreover, their efforts in promoting women’s sports and football in Australia underscore their commitment to meaningful and effective campaigns.

Conclusion

Guaraná Antarctica’s “Fan Reporter” campaign exemplifies the power of community engagement and innovative thinking. By leveraging the passion of Brazilian football fans in Australia, the campaign not only enhanced coverage of the Women’s World Cup but also created a lasting and impactful experience. With the strategic support of Ipanema Media, this campaign sets a new standard for future activations, proving that even the most ambitious goals can be achieved swiftly and effectively.

Join the movement to support women’s sports and be part of future innovative campaigns. Follow Guaraná Antarctica and Ipanema Media for more exciting updates and initiatives. Together, we can continue to break barriers and empower athletes around the world.

Further Reading:

1. Africa Creative – Explore more about the creative agency involved in the campaign.
2. Ipanema Media – Learn about the media agency that played a crucial role in the campaign’s execution.
3. Cannes Lions 2024 – Discover the prestigious award that the campaign won.
4. Women’s World Cup – Find out more about the event that was at the heart of this campaign.
5. Media Coverage Gap in Women’s Sports – An in-depth look at the disparity in media coverage of women’s sports.
6. Fan Reporter Campaign – A detailed overview of the Fan Reporter campaign.
7. Gender Imbalance in Sports Media – Research on the ongoing issues with gender imbalance in sports media.
8. Importance of Media Coverage in Women’s Sports – Why media coverage is crucial for the growth of women’s sports.
9. Fan Reporter Entry – The official entry and recap of the campaign.