Ayrton Senna: The Heart Of Brazil

This case study shows how the Ayrton Senna Institute, a Brazilian NGO, drove an augmented reality campaign to gather support for Brazilian athletes during the Rio 2016 Olympic Games.

Advertiser: Instituto Ayrton SennaAgency: J.Walter ThompsonCountry: Brazil

Objectives

Our biggest objective was to use the Ayrton Senna's influence to motivate the Brazilian athletes who competed at Rio 2016. And help them to break the record of medals won by Brazil in London 2012. At first we didn't have commercial objectives. Our idea was simple and clear: motivate Brazilian athletes and fans without aiming profit.

The Communications objectives was gain earned media on national TV and make a good conversation on social network. Helping to reinforce Ayrton Senna's values and using his willpower to inspire Brazilians....

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