We look at various campaigns and actions to support the National Team to develop, mobilize and strengthen the Portuguese brand positioning, incorporating the values we cultivate in our company and we translate by signing Positive Energy. Innovation, ambition, aspiration to win and lots of Positive Energy "push" us forward to victory.
Galp Energia brand has been positioning as the number one supporter of the National Football Team. With this spirit we look at the team and we believe that the best way to support the team is, in addition to demonstrate our own support, to find out how others can also support the team.
We realize that the supporters’ wishes are often to translate what their souls and hearts feel.
Our goal is to provide all the Football National Team supporters a form of expression of these emotions, transforming their desires into reality, tightening the relationship between them and the team.
The 2004 UEFA European Football Championship
In the communication campaign we developed to support the national team at the Euro 2004, we created the anthem- "Less Ais" - which generated an unprecedented buzz: it was the subject of sociological analysis, entered the top-selling television program Top +, generated more of 40 000 references in Google search engine and got a high degree of consumer recognition above 85 percent, according to data from CONSULMARK.
2006 FIFA World Cup
In 2006, we supported again the dream of the National Team winning the 2006 World Football Championships under the motto "If Galp is No. 1 in Portugal, Portugal can also be No. 1 in the World." This time we mobilized over 750 000 people, fans included, "hand in hand to get to Germany" to show their support for the national team in a Virtual Human Cord. An initiative that exceeded, by far, the objectives and connected the Portuguese to Germany with a single message "The power of the team is through you.".
We view ourselves as the number one supporter of the Football National Team "pushing it forward" towards victory, reflecting this support by launching a new anthem: "It sounds crazy, but second is not enough” was creating again, a wave positive energy that gripped the country.
The 2008 UEFA European Football Championship
In 2008, for the occasion of the European Championship, we appealed to the passion of the Portuguese to support the National Team official bus. The initiative called on supporters to personally express their emotions, leaving supporting messages of the National Team at the official bus, similarly as the TV ad where Galp Energia led them to victory. The Euro'08 official bus campaign Ambition Bus was the revival of symbolic value that the bus had in 2004, and spontaneously in the popular support of the Portuguese fans.
2010 FIFA World Cup
Passion, football and Galp Energia are inseparable words. They are together once again to support the national football team in the World Cup hosted by South Africa. This time, as the soundtrack. Galp Energia calls on Portuguese fans to blow the vuvuzela energetically to show their support for the national football team. It is a musical instrument of tribal origin which has been used for nearly two decades by the supporters of South African football teams during matches. The stadiums are filled with the sound of this instrument, with cheerleaders supporting their teams.
“When we all focus on the same goal, we go far.
When we all want the same thing, we go far. When we gather everyone's energy, we all go far.
Energy is like a sound: you do not see it but you feel it.
(...) We will make this energy travel 10 thousand kilometres.
(...) and show our national team that the distance is shortened by positive energy.
We will play the vuvuzela before each match.
(...) We will make it our rite, a minute of positive energy.”
This is the keynote for the soundtrack of the advertising campaign, aired on television, radio and the Internet. The film has as lead actors Nani and Simão, both players of the national team, and Mabhuti, a master of the vuvuzela who came from South Africa to teach the Portuguese how to play this instrument that will support the team led by Carlos Queiroz. But the sound of the vuvuzela is not confined to the media. It is already on the street, at Galp’s filling stations and in social media supporting and lending strength to the national football team.