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Live at the Maracana in Brazil


This weekend Ear to the Ground is proud to announce its delivery of the first ever live brand activation around club football at Brazils very own Maracana football stadium.

Partnering with Brazilian healthcare giant, Unimed, we are striving to create greater awareness and engagement amongst fans and value around the club partnership. ‘Unimed Fans for Life” (“Fãs para a vida”) activation was devised by the UK Ear to the Ground team and FANATIC planning department, which allowed fans to demonstrate their passion for the club and bring them closer to their heroes.

The campaign built a huge social media following featuring Fluminense heroes including top scorer and Brazil striker Fred to drive awareness and promote Unimed as the healthcare brand for emerging middle class in Brazil. Kicking off with a huge musical celebration in front of the stadium, fans were then invited to record their own messages of support for their heroes. The recordings were then mixed together online creating a cacophony of energy, excitement and' fan-ticpation'. The finale of the chorus was played back in the changing room to energise the players and drive them to victory minutes before they run onto the hallowed pitch.

“Fans for Life” is a huge stepping stone for Ear to the Ground, which is taking us into 2014 and preparing us for World Cup and Rio 2016.