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Gri start to the future

A marketing agreement unprecedented in Latin America with Warner Bros. Pictures and Village Roadshow Pictures granted Petrobras the right to feature its trademark in the Hollywood megaproduction Speed Racer, in the videogame derived from the movie, which makes possible the driving of the futuristic car Petrobras Green Energy, and in promotional events around the world for launching the film. The objectives were to strengthen the Petrobras trademark abroad; to rejuvenate it, as well as the company’s image worldwide, so that tomorrow the young public will buy Petrobras products; and to link up with the largest entertainment industry in the world to open the way for future promotional events.

Petrobras exhibits its trademark in the movie Speed Racer, released worldwide

The project was totally identified with Petrobras. The plot of the film is a good example of this. Based on the classic Japanese cartoon series Speed Racer, created in the sixties by Tatsuo Yoshida, the film shows the adventures of the young driver Speed on the racetracks at the wheel of his powerful car, the Mach 5. Seeking victories, Speed needs to overcome challenges, such as passing the mysterious driver “X”. But Speed, like Petrobras, is driven by challenges, transforms difficulties into opportunities, makes use of advanced motor sport technology, and brings his best to each racetrack. The partnership could not be more promising.

All over the world, the Petrobras trademark was part of promotional materials for the release of the movie and the videogame based on it

“Warner and Village Roadshow were looking to make a marketing deal with a Latin American energy company with a strong commitment to cutting-edge technology, fuels, and car racing. On discovering Petrobras and its research and development center, CENPES, the largest such center in Latin America, where Podium gasoline supplied to the Formula 1 Williams team was developed, it became clear that Petrobras had the perfect profile for the partnership. Therefore, we developed a product placement strategy in which the Petrobras trademark and the Petrobras Green Energy car, specially created as a result of the marketing agreement, would be featured in the movie, in the related videogame, and in the film’s promotional material in the four corners of the planet,” says Luiz Antonio Vargas, the Petrobras manager of Publicity and Promotion.

The agreement also granted Petrobras property rights to the trademark, made possible the use of the Mach 5 trademark on products, in publicity material, and in events related to the film, and linked it to the brand name Petrobras and to the Petrobras Green Energy car. “As a result, Petrobras was present in movie posters throughout the world. In Brazil, the company launched a promotional campaign in service stations in six states, offering prizes to customers buying 25 liters of gas or 35 liters of diesel, regular or premium. The customers competed for prizes such as laptops, Nintendo Wii consoles with videogames from the movie, and a trip for two to visit the Warner Bros. studios in Los Angeles, with the right to watch an NCA (NASCAR) stockcar race in Miami. In addition, prototypes of the Mach 5 and the Petrobras Green Energy cars were on display in the Petrobras head office building, in shopping centers, rock festivals, car racing events, Petrobras service stations, and at the Jose Carlos Pace autodrome in São Paulo during Stock Car race meetings. There was great excitement wherever the cars were displayed,” explains Vargas.

The Petrobras team car received special treatment. It was painted by Sid Mosca, the artist who designed the helmets of Formula 1 world champions such as Ayrton Senna and Michael Schumacher, and who is world renowned for automotive painting. In the colors green, yellow, and white, which are present in the Brazilian flag, the car represented Brazil. In addition, it reflected the excellence of the increasingly globalized Brazilian company in biofuels such as ethanol, biodiesel, and H-Bio, as well as the concern with environmental preservation. The marketing agreement, which cost Petrobras one million dollars, opened new perspectives for the company. “We have strengthened our relationship with the American market, our internationalpriority, where we already operate through offices in New York and Houston and through the Pasadena Refining Corporation, in which we hold a 50% stake. We reached a young public who has just now started to recognize Petrobras, but who will drive tomorrow, opting for fuels that result from ever greater technological expertise to fill their tanks, and who will see that Petrobras is working to satisfy this need. We have also introduced the company to the American movie industry, and, thanks to the excellent relationship established with Warner and Village Roadshow Pictures, Petrobras will no doubt receive good recommendations from them for future work,” says Vargas.

"The Mach 5 and Petrobras Green Energy cars were on display in public places and at events"

Finally, Petrobras has left the door open to form similar partnerships in line with its interests. In Brazil, the company is the biggest sponsor of cultural events and has sponsored innumerable prize-winning films. Abroad, it has also supported cultural projects, such as the company sponsorship of the international documentary cinema project Artivist Film Festival and Artivest Awards in 2007. However, in marketing terms, what was done in Speed Racer is unprecedented. The race has begun. Now, Petrobras is preparing to accelerate on new tracks.

Speed Racer, the film

The film, Speed Racer, directed and scripted by the brothers Larry and Andy Wachowski, creators of the Matrix trilogy, and produced by Joel Silver, who also produced V for Vendetta and Matrix, has in the cast Emile Hirst as Speed; Matthew Fox as the driver “X”; Christina Ricci as Trixie, Speed’s girlfriend; and John Goodman and Susan Sarandon as the boy’s parents. The film opened on May 9, 2008, in practically all markets simultaneously, including Brazil. Distribution was handled by Warner in association with Village Roadshow Pictures and Silver Pictures Productions.