Neymar Jr.'s name rewards GOL's campaing - "The Neymarless Sponsorship"
The impact of Neymar Jr.'s name is as big as its image and this was proven by the creative and strategic intelligence service, Contagious.
Contagious is one of the most respected and prestigious publications in the world of communication. They help advertising agencies and brands to make a more creative, innovative and effective marketing. And they do this by providing inspiration and practical insights based on analysis of the most creative campaigns and the most revolutionary trends in the world.
Every year they review and list the 25 best campaigns in the world to publicize the most impressive and intelligent ones. Then you must imagine what it is to be part of this list, right?
The GOL Linhas Aereas campaign, titled "The Neymarless Sponsorship," entered the select Contagious list, being one of the most media buzz campaigns of 2018, generating 540% more media mentions than all other sponsors using the Neymar Jr. image together, according to the Almapbbdo, the agency that developed the campaign.
The idea of using Neymar Jr.'s name, without using the star, with the creative agency, "undermined" the use of the football player by competing brands and at the same time achieved an essential benefit to the brand - Gol Airlines to help passengers make better use of their time.
"This campaign was like a great goal from Neymar: Innovative, efficient and, of course, very daring." German Carmona, Marketing Manager of GOL Linhas Aéreas.
During the Cannes Lion Festival International 2018, GOL was also the first airline company to win na award in more than one different categories. The campaign won a Silver Lion in the category Brand Experience & Activation, a Bronze Lion in the Entertainment category and two Lions: A silver one and a bronze one, in the Social & Influencers category.
"GOL, the National Team and Brazilian's official airline company, always strives to value our customers' time by providing them with the best flight experience. In this campaign, we seek to link this important asset to our products and services, combining intelligence and innovation. It is a great pride and satisfaction to receive these four awards in the biggest celebration of worldwide advertising," celebrated German Carmona.