Brazil's popular cookie company 'Biscoitos Zeze' has created an interactive way for children in Southern Brazilian neighborhoods to come together through its new sports program.
In order to promote its 'Be More Child' campaign, the company has placed red boxes with soccer balls inside them in random neighbourhoods -- with their shape and style resembling that of in case of emergency boxes that feature the tools needed to extinguish potential fires. The children and communities affected by this campaign are given keys to open boxes in their neighbourhood in order to get to play with the soccer balls inside them.
This unique sports program encourages children to play soccer with fellow community members and makes equipment available to those who may not be able to afford it.
Key Themes Behind This Trend
- Community Sports Programs
- As 'Biscoitos Zeze' sports program has shown, there is value in creating community-driven sports programs that encourages interaction and team-building among children.
- Interactive Advertising
- Interactive advertising campaigns like 'Be More Child' can create a lasting impact on a community, while helping businesses gain brand exposure.
- Emergency Box Campaigns
- The use of emergency box-like structures, like those used in the 'Be More Child' campaign, is a unique way to create more impactful, and memorable promotional initiatives.
Where This Applies
- Food and Beverage
- Companies in the Food and beverage industry can leverage interactive campaigns to positively impact the communities they serve, like Biscoitos Zeze's 'Be More Child' program.
- Sports Equipment Manufacturing
- Sports equipment manufacturers can partner with community programs like 'Be More Child' to promote accessibility of sports equipment and create loyal customers.
- Advertising and Marketing
- Advertising and Marketing firms can take inspiration from interactive campaigns like 'Be More Child' to create unique promotions that create lasting impressions on target audiences.
