Advertising values the presence of women in sport and brings message of encouragement to the Men's Football Team
2022 has been a year and so much for the Brazilian Women's Soccer Team. After celebrating the conquest of the South American championship, the team is the protagonist of the advertising campaign of Neoenergia, the first company to exclusively support the Brazilian women's soccer teams and the national club competition. Advertising brings together several actions such as commercial film release, social media content and newspapers of great national circulation. The company is among the leaders in the country's energy sector.
The campaign, signed by Euphoria, has as its main piece an open letter from the Women's National Team to the men's team colleagues who are in Qatar. The message brings the feminine look on the importance of representing Brazil in one of the biggest tournaments in the sport. With the experience of those who face the same challenges on and off the field to compete in the biggest football championship, the Women's Team points out that in addition to technique and logic it is necessary to have energy. "It may even be that we are not with you in this league. But our desire is that all this energy, our energy, the energy always be," he says.
" We turn all that feeling into positive energy. The campaign had the participation of several women, from creation to completion, being inspired by the strength they have in the day to day and, above all, in the sport. It's something that stimulates and makes a difference. We know the importance of this support to further enhance the female presence in the search for equality in all fields," says Lorenzo Perales, Marketing Director of Neoenergia.
The contract between the Brazilian Football Confederation (CBF) and Neoenergia runs until 2024. Until then, the company will continue to support major championships such as the Brazilian Women's Neoenergy Championship, the 2023 Women's World Cup and the 2024 Paris Olympic Games. Since the beginning of the partnership in 2021, Neoenergia has been following the Brazilian women's teams, main and basic, in the final stretch of preparation for the Tokyo Olympic Games in 2021. The support serves about 575 athletes and enables the good conditions of training and professional training of all.
In addition to being physically sent to players, the open letter was presented in a commercial television film. It will also be published on Neoenergia's social networks and in newspapers of great national circulation. On social media, the campaign will encourage interaction with the public who will be encouraged to send messages and record videos by reading the text. The content will be transformed into new digital pieces, highlighted in neoenergia's proprietary social networks and channels, and accompanied by the hashtag #EnergiaFeminina.
Among its passages, the letter highlights that Brazilian players know that a trophy of this relevance does not come only with technique or logic, but that to raise it is necessary another type of energy. "You know the one generated in every 'no' you take? In every 'football is not for you'? It is a renewable energy source that, for a long time, only women produced. But that, more than ever, should be shared", says another excerpt.