Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: ITAÚ
Product/Service: BANK
Agency: AGÊNCIA TUDO
President: Maurício Magalhães (Agência Tudo)
Planning Director: Cleber Paradela (Agência Tudo)
Creative Director: Roberto Cipolla (Agência Tudo)
Art Director: Gladys Esher (Agência Tudo)
Copywriter: Ana Reber (Agência Tudo)
Planner: Danielle Saraiva (Agência Tudo)
Production Director: Iron Neto (Agência Tudo)
Account Director: Alexandre Mutran (Agência Tudo)
Account Manager: Otávio Toledo (Agência Tudo)
Production Manager: Josiani Pereira (Agência Tudo)
RTV Manager: Guto Lins (Agência Tudo)
Media placement: Sponsor - Event - Rock In Rio - 23/09/2011
Insights, Strategy & the Idea
Itaú sponsored Rock in Rock for the first time. As Brazil’s largest rock n’ roll festival, and one of the largest in the world, it welcomes 700,000 concertgoers at each edition.
At first glance it may seem surprising for a financial institution to sponsor a rock concert, but the bank’s main objective was to raise brand awareness among the public. To this end, Itaú requested the agency think of solutions that would not only create unique, on-site experiences, but would also reach those who didn’t attend the event. Itaú is Brazil’s largest bank and communicates with practically the whole of the Brazilian population.
Creative Execution
Today, with access to Internet, mobile phones and social medias, people want to ‘check-in’, post videos and photos to share their experiences with friends who aren’t present. This gave birth to the concept ‘The way you enjoy a concert changed, and Itaú changed with you.’
The Agency created a digital experience platform with several attractions, such as elevators with cameras, 180˚ videos, YouTube studios and image treatment stations.
All the content generated was instantly shared using a RFID technology chip placed in wristbands. To instantly share content on a social media network, all the users had to do was swipe the wristband against one of the sensors.
Results and Effectiveness
Sponsoring an event is increasingly about offering experiences, not just visibility. Itaú was the only sponsor that didn’t use their 10 x 15 meter stall as a platform for VIP clients. Instead, the Agency defended the concept of a digital platform, betting on increasing their communication with the public. There were many challenges to overcome. The technology had to be created and developed alongside suppliers, but the final results surpassed all the public’s expectations.
- 45,000 contents posted.
- Potential impact of 6 million people through social media networks.
- A visually impacting stand reaching over 700,000 people