In 2011 we had a 5 weeks project in Rio de Janeiro working with the guys from Iko Poran NGO to strengthen their marketing plan to attract people like you to Rio.
If you are thinking to have a longer vacation in which you combine the fun part with the joy of making a positive difference in the lives of some other people please consider collaborating with www.ikoporan.org. They are great people and could be of big help.
However this post is not about Iko Poran or about volunteering, but about one of the beautiful things we
discovered related to the people of Rio while working there. And to be true till the end, it was not exactly during the work – but during attending some great football games.
We took advantage of the fact that Felipe – the leader of Iko Poran – is a big football fan and joined him in the audience with very high expectations regarding the atmosphere.
Being used with the games from Europe where the fans are wearing at the games the Official Club’s Jersey, we had a major surprise from the moment we stepped into the train that took us to the stadium: a huge crowd of fans, all wearing the colors of their club.
Nothing unusual you might say – except that what we’ve seen was a huge variety of clothing designs.
Dozens of different t-shirt designs made the view absolutely fantastic. All of them developed under the same idea, all of them transmitting the same message to the audience, all of them building the same brand – and still not an uniform.
The people of Rio love diversity and are not comfortable with standardization. It seems that creativity is in their DNA – they always look to create something new. A Brazilian friend told us the story of the Guggenheim Rio de Janeiro Museum Project. When the authorities wanted to open in Rio a branch of the famous museum, the people went to the streets to protest against the project: why do we need a copy of something when we could create something new, something original?
Coming back to the football games, there is nothing wrong with any of the two fan approaches: when Chelsea plays at home the entire stadium is like one. When Fluminese plays, the fans are like one.
If you think about brands and their approaches, Chelsea is more like Nivea, while Fluminese more like Nike.