2014For the first time Valentine's Day was celebrated on June 11th.
AFRICA DDBBRAHMAUnlike the rest of the world, Brazil celebrates its Valentine's Day on June 12th. But in 2014 Brazil was the host of the FIFA World Cup, and the day of the opening match, and Brazil's first game, fell exactly on June 12th. Couples from all over Brazil, and owners of shops, bars, and restaurants were worried that this would put the day in jeopardy. But Brahma, sponsor of the Brazil national team and the World Cup was ready to solve the problem.
Brahma launched #Movimento11, a movement so that Valentine's Day, for the first time in history, would be celebrated a day early: on June 11th.
Big brands immediately saw an opportunity to save the date and said yes to #Movimento11, offering special discounts on products and services for couples that decided to move the celebrations forward. We launched a Manifesto film on TV and online, and the campaign website brought together all the offers. Bloggers and celebrities joined the movement and helped to spread it throughout the country, and of course, were joined by thousands of couples.
June 11th activation
On June 11th, bars, restaurants, and motels all over Brazil were packed. The movement gained strength and was covered in the country's main media and even in the international media, which recognized that June 11th had transformed into Valentine's Day. Social engagement was historic for the brand. We were Brazil's number 2 trending topic the day before the World Cup with #Movimento11. More than 26,000 photos of couples celebrating June 11 were shared on Instagram. All of this generated more than 2 million reais of spontaneous media for Brahma. To celebrate the campaign and to reward the couples who joined #Movimento11, Brahma beer hired a flower seller to offer a roses bouquet to couples celebrating valentine's day at bars.
The ones who bought the bouquet had an exciting surprise, in the middle of the roses were two tickets to watch the FIFA World Cup opening match the next day.