Gillette wants to strengthen its relationship with Brazilian soccer fans. It proposes two promotions: 1) A contest to become the coach of the Brazilian national team for a friendly match. Fans answer soccer trivia for a chance to compete in an online coaching game, with the winner coaching the team. 2) A sales competition between Brazil and Argentina, where buyers register product codes to increase their country's count. The winning country hosts a match between two fans and their favorite players. The proposals aim to fulfill fans' dreams while promoting Gillette and Brazilian soccer.

1. Contact:
hiremelondon@gmail.com
rafaelcmv@hotmail.com Rafa MKT & IDEAS

2. Rafa MKT & IDEAS

3. Rafa MKT & IDEAS
Brief Goal Scenario Solution

4. Goal Scenario Solution
Rafa MKT & IDEAS
Brief

5. Brief
Rafa MKT & IDEAS
Gillette wants to strengthen its
relationship with the consumer
through the Brazilian national
soccer team and its new leader,
P.H. Ganso.

6. Brief Scenario Solution
Rafa MKT & IDEAS
Goal

7. Goal
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We have to create a promotion
that gives to consumers
experience and brings the love of
the fans to the national soccer
team back.

8. Brief Goal Solution
Rafa MKT & IDEAS
Scenario

9. Scenario
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Gillette is one of the most
important companies in the
whole world...

10. Scenario
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Gillette is one of the most
important companies in the
whole world...
...and also in Brazil.

11. Scenario
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All the world knows
that Brazil lives and
breathes soccer.
And the biggest part of fans from
Brazilian national soccer team are
potential customers of Gillette.

12. Scenario
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So, Gillette cannot lose
this opportunity to be
the sponsor of the
brazilian national team.

13. Scenario
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And of these two
soccer players too:
Kaká P.H.
Ganso

14. Scenario
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But, why
Kaká and
P.H. Ganso?

15. Scenario
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Kaká P.H. Ganso
Kaká was one of the most
capable, serious and important
leaders that the Brazilian people
have ever seen playing soccer.
He is a leader inside and outside the
soccer field.

16. Scenario
Rafa MKT & IDEAS
Kaká P.H. Ganso
In the new brazilian team, P.H. Ganso
takes Kaká’s place. Now he has the
mission to be the leader of the team.
Coincidence or not, he has the same
qualities and values of Kaká.

17. Scenario
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Ok, but...

18. Rafa MKT & IDEAS
What´s the
relation between
soccer and fans?

19. Learning
Around
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the world
it is the
same
feeling:

20. Learning
Passion
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21. Learning
Anger
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22. Learning
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Patriotism

23. Learning
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That’s
because
every soccer
fan is a coach
and a player
too...

24. Learning
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That’s
because
every soccer
fan is a coach
and a player
too... ... or would like
to be!

25. Learning
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So, let’s make
those dreams
come true!

26. Brief Goal Scenario
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Solution
Promo #1:
The Boss
Promo #2
The match

27. Brief Goal Scenario
Rafa MKT & IDEAS
Solution
Promo #1:
The Boss

28. Promo #1:
The Boss
Rafa MKT & IDEAS
To show the message to the
target, Gillette will
communicate a promotion in
the most popular TV SHOW in
Brazil by TV GLOBO.
“Fantástico”

29. Promo #1:
The Boss
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The TV show is shown every
Sunday night and it’s the leader of
audience.
Its about culture, music, soccer, health and
everything that happened during the week
before.
The hosts:
Zeca Camargo, Renata Ceribelli and
Tadeu Schmidt

30. Promo #1:
The Boss
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After the commercial
P.H. Ganso will appear
on the stage in
“Fantástico”.

31. Promo #1:
The Boss
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Inviting the target
to like the Gillette’s
fan page.

32. Promo #1:
The Boss
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Inviting the target
to like the Gillette’s
fan page. And giving to all
of them a
challenge

33. Promo #1
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A chance that any
soccer fan in the world
would like to have.

34. A chance to
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take Mano’s
Menezes
place and be
the Brazilian
coach in a
friendly
match.

35. Rafa MKT & IDEAS
You, right
Can you
imagine that?
there in the
bench...

36. Rafa MKT & IDEAS
...asking the
players to
Can you
get ready to
imagine that?
start playing
the match?

37. Rafa MKT & IDEAS
But, calm down...
Mr. Menezes is a
good friend and will
be there with you!

38. Promo #1:
The Boss
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To get this
chance, you must
prove that you
deserve it.

39. Promo #1:
The Boss
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After the registration the
candidate has to answer
5 questions with alternatives
options.
2 minutes to each one.

40. Promo #1:
The Boss
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After the registration the
candidate has to answer 3 questions about Gillette
and 2 about the Brazilian
5 questions with alternatives
national soccer team.
options.
2 minutes to each one.

41. Promo #1:
The Boss
Rafa MKT & IDEAS
After the registration the
candidate has to answer 3 questions about Gillette
and 2 about the Brazilian
5 questions with alternatives
national soccer team.
options.
2 minutes to each one.
If you are one of the 1.000 first
to answer correctly
all the questions you will go to
the next and big test.

42. Promo #1:
The Boss
Rafa MKT & IDEAS
An app developed at
the Gillette's fan page
on Facebook will test
your coach abilities.

43. Promo #1:
The Boss
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1.000 Gillette’s
coaches playing in a direct
confrontation match battle in
real time on fb!

44. Promo #1:
The Boss
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1.000 Gillette’s
coaches playing in a direct
confrontation match battle in real
time on fb!
Have you won? You’re still in the game.
Have you lost? You are out.

45. Promo #1:
The Boss
Rafa MKT & IDEAS
1.000 Gillette’s
coaches playing in a direct
confrontation in real time on fb!
Have you won? You’re still in the game.
Have you lost? You are out.

46. Promo #1:
The Boss
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How does the
game work?

47. Promo #1:
The Boss
How does the
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Step1: Create a name for your team and edit its uniform game work?

48. Promo #1:
The Boss
How does the
Rafa MKT & IDEAS
Step1: Create a name for your team and edit its uniform game work?
Step2: Choose your players from a list

49. Promo #1:
The Boss
How does the
Rafa MKT & IDEAS
Step1: Create a name for your team and edit its uniform game work?
Step2: Choose your players from a list
Step3: Get your favorite formation

50. Promo #1:
The Boss
How does the
Rafa MKT & IDEAS
Step1: Create a name for your team and edit its uniform game work?
Step2: Choose your players from a list
Step3: Get your favorite formation
Step4: Show us that you are the best
coach in Brazil!

51. Promo #1:
The Boss
How does the
Rafa MKT & IDEAS
Step1: Create a name for your team and edit its uniform game work?
Step2: Choose your players from a list
Step3: Get your favorite formation
Step4: Show us that you are the best
coach in Brazil!
Demonstration of
the game.

52. Promo #1:
The Boss
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There will be 2
games per day.

53. Promo #1:
The Boss
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There will be 2
games per day.
That way, we take the fans and
keep them in touch to the
brand everyday.

54. Promo #1:
The Boss
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And the champion, will be
the coach of the Brazilian
national soccer team in a
friendly match sponsored
by Gillette.

55. Promo #1:
The Boss
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The new coach will have a
cam in its cap to show
everything live on
youtube.com/GilletteBrasil

56. Brief Goal Scenario
Rafa MKT & IDEAS
Solution
Promo #2
The match

57. Promo #2:
The number 10
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We have already
made the dream of
being a soccer team
coach come true.

58. Promo #2:
The number 10
But now we have
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to sell the Gillette
Mach 3 turbo…
Goal

59. Promo #2:
The number 10
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And make another
dream come true…

60. Promo #2:
The number 10
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Be a soccer player.

61. Promo #1:
The Boss
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Brazil vs Argentina is one of
the most important soccer
matches in the whole world.
And it is a fact that’s the
biggest rivalry in South
America.

62. Promo #1:
The Boss
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It is totally about rivalry, love,
anger and patriotism.

63. Promo #2:
The number 10
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Let me be clear,
please…
Argentine says:
“In Brazil there are only bad things:
Soccer investigation, national soccer team
crises, Eurico Miranda that bad guy…”
Brazilian says:
“But we don’t have Argentine people…”

64. Promo #2:
The number 10
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So, let’s starts that rivalry
with a promotion.
A sales competition.

65. Promo #2:
The number 10
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A simultaneous
promotion in both
countries.

66. Promo #2:
The number 10
The soccer fans will have
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a chance to live an
amazing experience
And wear the jersey
of your their
nation…

67. Promo #2:
The number 10
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To be able to participate the
costumer has to buy the Gillette
Mach 3 turbo ,register the
pin code in an app on Facebook
and tag 10 friends that will be a (his)
soccer team.
That said, we “reused” the big
number of fans that we had in the first
promotion called “the boss”.

68. Promo #2:
The number 10
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That app will have a counter that
shows how many pin codes were
registered in Brazil and in Argentina.

69. Promo #2:
The number 10
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That app will have a counter that
shows how many pin codes were
registered in Brazil and in Argentina.
The winner will play
the match at
home.

70. Promo #2:
The number 10
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Brazil wins?
The match will be
at Morumbi
Stadium in
São Paulo.

71. Promo #2:
The number 10
Argentina wins?
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The match will be
at La Bombonera
in Buenos Aires.

72. Promo #2:
The number 10
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Besides that definition, we will
define our big winners in both
countries that will play a soccer
match against its worst rival by an
online raffle on the app.*
*To do a raffle its necessary an auditing.

73. Promo #2:
The number 10
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It will be two winners that will make
this dream come true.

74. Promo #2:
The number 10
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And with that a
big risk…

75. Promo #2:
The number 10
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Bad soccer
players!

76. Promo #2:
The number 10
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So…

77. Promo #2:
The number 10
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… their idols
will play with
them!

78. Promo #2:
The number 10
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To be the Brazilian And the Argentina’s
captain, Kaká. captain it will be Riquelme*.
* Riquelme is not sponsored by Gillette but in this case it
will made a deal with the athlete.

79. Promo #2:
The number 10
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The match will be
broadcasted live on
youtube.com/GilletteBrasil.

80. Promo #2:
The number 10
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And narrated by the funniest and
most popular commentator in
Brazil.
Milton Leite

81. Promo #2:
The number 10
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The winner of the match
will get tickets for the
World Cup Final 2014 in
Brazil and a weekend
traveling in the “rival”
country.

82. Rafa MKT & IDEAS

83. Contact:
hiremelondon@gmail.com
rafaelcmv@hotmail.com Rafa MKT & IDEAS