As athletes in the Olympics compete in mostly empty stadiums, it can be hard for them to feel the support from home. A campaign from Brazilian bank Banco de Brasil, however, is helping fans to send their "cheers" to the country's athletes virtually, via WhatsApp.
The campaign from Lew’Lara\TBWA lets Brazilians, who increasingly use WhatsApp for their banking, send a message via the bank's WhatsApp number to one of several Brazilian beach volleyball players: Ágatha, Alison Cerruti, Álvaro Filho, Ana Patrícia, Bruno Schmidt, Duda, Evandro and Rebecca, or to sailing competitor Robert Scheidt. Once sent, fans receive "proof of transfer" and the athlete will receive the message.
“The idea is to simulate a transfer, but without involving money, just rooted through Banco de Brasil's bot; a kindness that goes beyond the count," said Paula Sayão, marketing and communication director at Banco do Brasil, in a statement. "Just imagine the joy of each athlete and the encouragement they will have when receiving the vibration and welcome of so many Brazilians."
"After so long with the stands empty, athletes and fans are feeling a lack of contact. It was with this in mind that, together with [Banco de Brasil] ... we used technology to make the fans transfer something more valuable than money to athletes: passion," added Sleyman Khodor, executive creative director of Lew'Lara'TBWA.
The campaign is part of an ongoing communication strategy by the bank to value national sport, which began with a celebration of its 30 years of volleyball support.