ALE pays tribute to Flamengo with a 15m long shirt
The action is a gift from the fuel distributor to Flamengo fans to celebrate the day dedicated to the team.
By From the team at Flamengo's official website - in
Anyone who passed under the Lagoa-Barra tunnel this morning, November 17th, heading from the south zone to the west zone, was in for a surprise. There, in the Marquês de São Vicente housing complex, better known as Minhocão, it was possible to see a gigantic replica of the official Flamengo jersey, measuring 210 square meters.
The "giant jersey," which will remain until nightfall, is a guerrilla marketing action by the fuel distributor ALE, the official sponsor of the football team. It is a tribute to the date on which Governor Sérgio Cabral sanctioned it as the official day of Flamengo – it was on November 17, 1895, that the then "Flamengo rowing group" was created.
According to Marcelo Alecrim, president of ALE, since the beginning of the sponsorship the company has sought to develop strategies that associate the brand with the football team. "More than just displaying the brand on the red-and-black jersey, our goal is to create an unprecedented relationship between sponsor and sponsored party," he emphasizes.
The company's first guerrilla marketing strategy was Where is ALE?The action, also called MegaZoom, was a reference to the famous children's book "Where's Wally?". It involved using a digital camera with a 70 x 200 lens, a robotic tripod that combined and organized hundreds of necessary photos, and a montage software that transformed all the photos into a single panoramic image.
ALE, the fourth largest distributor in Brazil in terms of number of gas stations, has a sponsorship contract until the end of this year.
The "giant jersey," which will remain until nightfall, is a guerrilla marketing action by the fuel distributor ALE, the official sponsor of the football team. It is a tribute to the date on which Governor Sérgio Cabral sanctioned it as the official day of Flamengo – it was on November 17, 1895, that the then "Flamengo rowing group" was created.
According to Marcelo Alecrim, president of ALE, since the beginning of the sponsorship the company has sought to develop strategies that associate the brand with the football team. "More than just displaying the brand on the red-and-black jersey, our goal is to create an unprecedented relationship between sponsor and sponsored party," he emphasizes.
The company's first guerrilla marketing strategy was Where is ALE?The action, also called MegaZoom, was a reference to the famous children's book "Where's Wally?". It involved using a digital camera with a 70 x 200 lens, a robotic tripod that combined and organized hundreds of necessary photos, and a montage software that transformed all the photos into a single panoramic image.
ALE, the fourth largest distributor in Brazil in terms of number of gas stations, has a sponsorship contract until the end of this year.