The Challenge
The Portuguese Institute for Sport and Youth (IPDJ) faced the challenge of launching a nationwide campaign to promote physical activity and sport across Portugal. The campaign “Agora Tu, Ativa-te!” required a large-scale communication strategy capable of generating awareness, emotional engagement, and actual sign-ups on a new digital platform. The main goals were to reach 2 million people and achieve at least 30% registrations on the Apptiva platform.
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The Solution
The approach was a fully integrated 360º campaign under the concept “Agora Tu, Ativa-te! O movimento começa em ti”, tailored to multiple communication channels. Key actions included:
Creative Concept Development:
Creation of a unified creative concept and a 360º Key Visual to ensure consistency across all materials and platforms.
Content Production:
Development of TV spots (50, 30, and 20 seconds) and radio spots (two 30-second versions: one humorous, one institutional). Photo shoots were also conducted for social media and OOH (Out of Home) media.
Integrated Media Plan:
A broad media mix including national, regional, and local TV and radio, digital and print press, and OOH advertising.
Digital Marketing:
Activation on Instagram, Facebook, Google Ads, TikTok Ads, YouTube, and Spotify to maximise online reach and engagement.
Digital Platform & Ambassadors:
Launch of a dedicated website to centralise campaign content and promote the Apptiva. The recruitment of two personalities as campaign ambassadors to improve audience identification and extend reach.
Events & Roadshow:
Organisation of an official launch event and a nationwide roadshow with 18 local events designed to foster interaction and encourage active lifestyles.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
The Results
The campaign achieved and exceeded most of its planned KPIs.
1. Reach & Awareness
– Exceeded the initial target of 2 million
2. Channel Performance
– TV: 186 spots aired
– Radio (National, Regional, Local): +79 extra spots on local stations
– OOH: 1,531 placements executed
– Print Press (National & Regional): Fully delivered as planned
3. Digital Paid Media
– YouTube: 212,131 video views
The results show a wide reach of the campaign message, exceeding the initial awareness target. Wise Pirates’ strategy successfully engaged the audience and generated significant interest in the “Agora Tu” platform and the promotion of physical activity.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
