Case Ponte Preta
Ponte Preta is a club of many generations...
Ponte Preta is a club of many generations, the oldest in Brazil. It is filled with historical milestones and has fans who are truly loyal to the brand. However, it was in need of revitalization. The outdated and neglected communication needed to be brought into the modern era. The old mascot, which no longer reflected the club’s new phase, and the internal communication also needed a fresh new look.
Thus, we had to play and win many matches against opponents such as lack of funds, the search for support, and attracting new audiences. Even with an internal marketing team composed of volunteers who dedicated their time to help the club, the love for the institution prevailed and overcame considerable challenges.
We started by repositioning the communication to mitigate negative impressions generated within the football industry, where there were numerous cases of violence among supporters, leading to a distancing of fans from the stadiums. We began connecting the brand to sports, health, leisure moments, and family.
It’s a passion that often gets passed from father to son, generating nostalgic memories of a child going to see the games with their father. We redesigned the “Macaca” (Macaque Monkey) with a more modern look and gave the fans what they had been asking for: a Gorilla! Thus, we formed a couple and, subsequently, their children, creating the “Macaca” family.
We started making attending games a friendly, peaceful, and safe experience that could be enjoyed by the whole family. Alongside this, we secured brand partnerships that aligned with this new positioning and injected strength into the brand’s revitalization. This culminated in various sports events, social media campaigns, launches, and significant media coverage.
Discover more about this incredible revitalization case of Ponte Preta by MacNeeds!
Mascots
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MacNeeds Advertising is the agency that created the Ponte Preta mascots. The family consists of the famous ‘’Macaca da ponte’’, the Gorilla, and their two children. The creation renewed the old mascot and brought in the strength of the gorilla, already requested by fans for a long time. In addition to that, the couple now has two children, who came to complete the family and bring in junior fans to the club.
Macneeds’ creation opened the doors for a more friendly communication between the Club and its fans, allowing the mascots to be utilized in various environments, such as Women’s Day, Father’s Day, general notices and even a comic book for school trips to the club.
With the creation of Ponte Preta’s mascots, Macneeds Advertising also promoted the creation of various merchandising materials, such as games, clothing, school supplies, gifts, glasses, backpacks and an extensive line of products licensed with the Macaca family.
Events
While serving Ponte Preta throughout the years, we have witnessed the immense passion it ignites. It captivates families and generations who fall in love with the club, regardless of victories or defeats, following each day, each signing, each play…
Thus, we bear a great responsibility when organizing AAPP events, as they stir the fans’ emotions.
MacNeeds propaganda has been a part of social events, awareness events, fundraising events, sports events, and many others for the Macaca. However, the most emblematic ones are the anniversaries.
These events feature sensational performances, the support of renowned brands like Pilot, Adidas, and many others, paying homage to the great names in Ponte Preta’s history, and much more. In this video, you can witness some of the highlights of our work as they unfold.
Ponte 10K Race
When a brand is strong, it can go beyond its core product and generate new endeavours. That’s exactly what happened with Ponte Preta.
We were able to explore other activities using the brand, even if they weren’t directly related to soccer.
That’s how the Ponte 10K race was born, energizing the city and attracting people from all over the region to an event that crosses various neighborhoods of Campinas, with the support of the local government.
Traffic is diverted with the help of Setransp, the route is surrounded by proper signage, and the official race start is accompanied by reporters and aerial footage. The event boasts an incredible award ceremony, including a victory lap at the Moisés Lucarelli stadium and plenty of prizes!
This initiative strengthens the brand and associates it with sports, health, and fostering connections.
