We Do It Different – 2006 World Cup Brazilian Campaign In Germany
Apex-Brasil:
During the 2006 World Cup, Germany will not be the ‘football country’ only – at least for Brazil, which is using the sports scenario to make business happen. In order to strengthen the idea that the Brazilian talent goes beyond the football field, a massive campaign has been launched by the Exports & Investments Promotion Agency – Apex-Brasil simultaneously in São Paulo and in Germany (via webcasting). The purpose is to improve the disclosure of the Brazilian brand and increase the potential for business generation in 2006 mainly in Europe.
As the World Cup will take place in Germany, it will be the 1st country to which Brazil introduced the We do it different slogan as well as the visual project that will be seen at fairs, missions, seasonal campaigns at major retail networks, private and public locations and means of transport in which Brazil may hold events. The immediate purpose is to sensitize 2 million importers, businesspeople in general and 3 million consumers in promotions at retail networks only in Germany. Initially, APEX-Brasil is investing R$ 22 million in the campaign implementation with sectorial entities.
‘We intend to improve the Brazilian participation in the international market. We want to show that just like in football, Brazilian industries also gather a great variety of talents’, the President of APEX-Brasil, Mr. Juan Quirós, says. ‘This is the right time for business because there is great appreciation between Germans and Brazilians; we are one of the favourite to win the competition, which means that all the attention is focused on Brazil’, he adds.
The campaign is based on a comparison between great football idols and great icons of the country in several areas, such as medicine, sports, fashion, economy and architecture. The names are suggested by the exporter sectors themselves. The football players’ attributes like creativity, geniality and diversity, for instance, will be used to explain the productive and economic capacity of the Brazilian economy.
‘In Brazil, companies work with innovative solutions, diversified products, and competitive prices. All of this will be emphasized through concrete examples. This explains the campaign slogan: we do it different‘, Mr. Quirós says.
30 events with the participation of over 800 Brazilian companies were scheduled for Germany. Handicraft, furniture, candies, confectionery, glass, stainless steel, fishes, organic products, shoes, software, musical instruments, plastic, refrigeration, automotive parts and medical/dental products may be found at the events.
The 1st event was the Heimtextil Fair, which took place in Frankfurt, where the Brazilian team is lodged. It is focused on the textile and decorative fabric industry and is one of the largest fairs of this sector. This year’s edition gathered 3 thousand exhibitors from all over the world and welcomed 98 thousand visitors from Germany, Italy, England, the United States, Turkey, France, Spain, South Korea, Japan, Greece, and Holland.
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