The Brazilian soccer club Vitoria decided, in 2012, to develop a marketing plan of removing the red from its traditional red and black jersey.
The plan is to promote blood donation in Brazil, which has a very low standing of only 2% nationwide.
When a donation benchmark is reached, the white band on the jersey will eventually turn red, and after the overall goal is reached, all four bands of red are returned to normal. Club president Alexi Portela Junior, shared: “We wanted to do more than just ask fans to give blood".
“With this initiative, fans of the red and black can participate more actively in the campaign and they will see the importance of a gesture like this that can help save countless lives."
The mastermind behind such a successful advertising campaign was Marcelo Reis, Creative Vice President at Leo Burnett Tailor Made in Brazil.
Reis shared: “Living in a country like Brazil, we are exposed to football every single day; we feel the influence that footballers and the game itself have on all Brazilians. That’s why we decided to do a campaign within the football world. We created an invitation for people to donate blood for their greatest passion: their football team.”
During the campaign, players wore the uniform on game time and carried a banner stating "Vitoria has always given its blood for you. It's time for you to give yours."
During the campaign period, donations of blood increased 46%, while the club only invested $15,000 with a return in spontaneous media of $8,000,000 total and more than 1 billion page views on the web.
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