CLIENT: Embratel [2007-2015]

In the State of Minas Gerais, we say one must come in slowly, and this was the concept behind Embratel F.C., a pioneer integrated sport marketing platform. To penetrate in a sport advertisement market already dominated in the capitals, Klefer put the brand Claro in the jerseys of more than 30 clubs in smaller cities in São Paulo and Rio Grande do Sul, thus breaking the bubble dominated by the other providers.

We organically used football to connect and engage the clients and bring awareness to the brand in teams and stadiums in many cities and regions. The brand Claro was on the jerseys for 8 years. We also had engagement campaigns with tickets and autographed jerseys for the clients. We also used the concept of “the city’s team” in state and national competitions to promote penetration of the service outside the capitals.