PR / Ouro

Título: Distracted Goalkeeper
Categoria: A13. Financial & Other Consumer Services
Agência: Tech and Soul
Anunciante: Uber

Sinopse: Uber needs of cars and cellphones for fulfil its purpose: turn urban mobility more democratic and accessible. The aim of the project was to draw attention to the problem of road deaths. And at the same time show the population the importance of not text while driving. The purpose of the action was to reach the large public nationally. Today Uber in Brazil has 500 thousand drivers partners and is an important ally in the generation of income for 13 million people who are unemployed. This action aims to bring Uber closer to the user and drivers. All brands of mobility applications are looking to support May Yellow in Brazil. The objective was linked the brand Uber with prevention, responsibility, respect.
During a major Brazilian championship match, a goalkeeper checking a mobile was spotted by football fans and the player’s irresponsible action stormed social medias and press, generating the biggest weekend talk. When the goalkeeper finally linked his attitude with text and driving, the whole country was paying attention.

Sinopse em inglês: Uber needs of cars and cellphones for fulfil its purpose: turn urban mobility more democratic and accessible. The aim of the project was to draw attention to the problem of road deaths. And at the same time show the population the importance of not text while driving. The purpose of the action was to reach the large public nationally. Today Uber in Brazil has 500 thousand drivers partners and is an important ally in the generation of income for 13 million people who are unemployed. This action aims to bring Uber closer to the user and drivers. All brands of mobility applications are looking to support May Yellow in Brazil. The objective was linked the brand Uber with prevention, responsibility, respect.
During a major Brazilian championship match, a goalkeeper checking a mobile was spotted by football fans and the player’s irresponsible action stormed social medias and press, generating the biggest weekend talk. When the goalkeeper finally linked his attitude with text and driving, the whole country was paying attention.

A situação: Brazilian traffic kills 54.000 lives every year. Text and driving, the 2nd major casualty cause, stands even before intoxicated driving. However, 51% of drivers still admit to text and driving. Uber aims to promote a safer more humane traffic in the cities it operates. To convey that, we found a unique way to calling attention for that, making Brazilians experience the risks of this bad habit through their biggest passion: football.

O objetivo: The idea was to capture the attention of the press with the cell phone being used in an inappropriate place. T he intention was to make people angry at the situation at first, and when the subject was everywhere, we would reveal the true intent of the act. The message we are launching was #largaOcelular, which is used both for goalkeeper´s Atletico and for those who drive using the cell phone. Uber talks to the public in general and this action was for the Brazilian in general. The only thing that we create was to put cell phone inside of game on the Goalkeeper´s hands and monitored data and reactions, responding in real time.

A estratégia: During a major Brazilian championship match, a goalkeeper checking a mobile was spotted by football fans and the player’s irresponsible action stormed social medias and press, generating the biggest weekend talk. When the goalkeeper finally linked his attitude with text and driving, the whole country was paying attention.

Execução: The match happened Sunday, May 13th, 2018, 4 pm, Mothers Day. At the game’s first moments, goalkeeper Santos checks his mobile immediately being captured by fans who promptly share stills and videos on their timelines. At the very beginning of the 2nd half, sports journalists and columnists started commenting the fact. Outraged against the player’s attitude different interview channels chased him by the end of the match demanding explanations. At this Sunday evening first hours all open and cable TV channels were commenting the case while Brazilian and worldwide social medias also echoed the fact. The next day in a press conference at Atlético Paranaense club where the Uber and Maio Amarelo action was revealed. A new wave of information stormed regular press and social medias, spreading out the elucidation. The action was applauded by the majority of press and social media channels for all over the country.

Resultados documentados: 1- By the desire of the fans by information before the attitude of the goalkeeper (measured by social networks), the communication channels, on and off line, gave us a deep coverage to the fact. There were 149 minutes dealing with the theme counted in only 24 hours, only TV. 2- In 48 hours there were more than 3 million results for the search “Goalkeeper on the cell phone”. In a few days there were 45.2 million impressions. And once again, because of the indignation that caused in the first moment, the press and communication channels, in addition to social networks came back to the theme explaining the action of the Yellow May. The desired reaction was achieved mainly by the link between the action and Uber. U$ 4.7 Millions in earned media. 3-The PR action was commented on in the main national press vehicles, including the program of greater audience of the Brazilian TV, Fantastico. In addition more than 30 countries talked about the action and the main international vehicles, being commented practically all over the world.

Canja Sound: Sound Production

Blood Audio: Sound Producion

Telegram Lab Films: Post Producion

Writer/Tech and Soul: Daniel Magri

Art Director / Tech and Soul: Guga Dias da Costa, Renan Bulgari

Group Creative Director / Tech and Soul: Fernanda Machado

Creative Director / Uber: Tiago Urdan

Executive Creative Director / Uber: Fabinho Cerdeira

Executive Creative Director/ Uber: Vinicius Siepierski

CEO / Tech and Soul: Claudio Kalim

COO/ Tech and Soul: Fernando Amino

Head of Marketing / Uber: Adriana Gomes

Brand Strategist / Uber: Patricia Carvalho

Marketing Manager / Uber: Guilherme Boechat

Content Manager / Uber: Cristiano Bunte

Public Policy / Uber: Mariana Polidorio

Legal Counsel, Transactions / Uber: Mariana Boni

Communication Manager / Uber: Marcio De Meo

Regulatory Counsel, Legal / Uber: Alain Troib

Director / Telegram Lab Films: Carlos Baer

PR Strategist / Freelance: Fernando Melo

Marketing Director: Nelson Fanaya

Sound Producer / Canja Audio: Lucas Sfair

Sound Producer / Blood Audio: Otavio de Moraes