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WeDo is a live marketing agency with over 20 years of experience, working with leading brands in the consumer goods industry. Globo is the largest media and communication conglomerate in Brazil and Latin America, comprising a group of companies that create, produce, and distribute high-quality content across all platforms in the fields of journalism, sports, and entertainment, reaching over 100 million Brazilians every day.
Sports events are some of the main content offerings for mass media companies, and the World Cup is the most significant sporting event in terms of media reach. Globo holds the broadcasting rights for the World Cup and, in order to convey its importance and engage its entire team with this major event, collaborated with WeDo agency to carry out a large-scale internal marketing campaign. This involved transforming several of its locations throughout Brazil and conducting various internal activities on match days.
The Team and Field tool was used by WeDo from the beginning of the project, when photographic surveys and information gathering were needed in dozens of locations where the scenography and thematic actions would take place.
Through a customized form provided in the production team's application, it was possible to standardize and gather the necessary data for adapting the visual project to the different needs of each location.
The second usage phase occurred during the material implementation, when the entire setup was monitored in real time through inputted field information and displayed on the management dashboard. At this point, the work could be observed and existing issues could be quickly identified and corrected.
Furthermore, throughout the entire World Cup event, the internal marketing actions carried out on match days could be tracked, recorded, and shared with the managers, ensuring complete confidence in the work performed and the achieved results.
The outcome was a smoother operation of a large-scale action, from standardizing processes for information gathering during technical visits to centralized quality control regarding the execution of dozens of decentralized actions occurring simultaneously.