Africa, with Rua, Galeria, with Vitrine, and f+e/cyranos invest in entertainment to convey messages and generate engagement
In high in the country and occupying the third position in average investments, with 10.7%, according to the latest data from CENP-Meios, the foreign media has gained more attention from new and old market agents. In June, for example, Africa announced the creation of the Rua division, a specialist unit in the area.
In a presentation at the Alooh Latam 2022 Congress, held in So Paulo, Aga Porada, VP of media, data and performance, Fbio Palma, CTO of Africa, who lead the unit, shared the pillars on which the operation is anchored: medium, message and relevance.
from this perspective they have sought to explore the market, observing new possibilities. The example is the case of ‘Unbreakable Courts’ (indestructible courts), created for Budweiser, where it proposes to revitalize street basketball courts so that they are overturned. The lawsuit found a loophole in the Brazilian Landmarking Law No. 25/1937, which states that a place of public interest with artistic value is considered a public heritage and cannot be demolished.
This has nothing to do with the normal format we are used to. But he’s OOH, he’s in people’s lives. It’s a way for the brand to connect with that totally relevant person. what the message. And the message becomes relevant, explains Palma.
According to the professional, when these actions are integrated with other means and resources, such as mobile, ecommerce or even artificial intelligence, they offer the possibility of generating more and more value for brands. We can change, test and make the parts more and more effective, he added, showing a proprietary platform developed to monitor and measure the results.
Another agency with a strong presence in Outof-home is the Galeria, with the Vitrine business unit, created in September 2021. The agency has been known for creating projects that transform the face of urban furniture and generate spontaneous media. The projects range from the use of cartoons, as in the activation for Vivo Play, to mega smartphones, for Ita, and giant potatoes, for McDonalds.
Today, according to Eduardo Simn, partner and founder, the agency is the largest buyer of OOH media in the country. It uses as a basis data passed on to the Gallery by partner media outlets.
The unit’s work is based on three central elements, technology, creativity and the use of data. Using creativity to approach entertainment allows people, when making out-of-home media, to generate spontaneous media, whether because someone took a photo and shared it with friends or because the vehicles made stories about it, he says.
Regarding the use of data, the ceo believes that the methodologies that prove efficiency need to be increasingly sophisticated, especially since customers are used to receiving and following the metrics offered online. We need to refine our vision of metrics to help clients invest in this type of project, he explains.
In the case of Vitrine, monitoring has been done, for example, with eyetracking solutions, measurement with partnership tools, and brandlift surveys, seeking to capture data such as visibility, attention, memory and association.
In the newly created f+e/cyranos, by Fernanda Antonelli and Eduardo Lima, ex-executives of Wieden+Kennedy So Paulo, the motto is also to present advertising as entertainment. We believe that OOH can be highly attractive as long as we are relevant, says Antonelli.
Lima said that he understands OOH as lightning and, therefore, a communication that has to be precise and fast. Normal people just go out looking for billboards, just advertising, jokes. He sees the streets as great spaces to deliver entertainment and culture, especially those that are closed on weekends or on Sundays, such as Avenida Paulista, in So Paulo.
As an example, he recalled the outdoor exhibition created by Wieden+Kennedy So Paulo for Nike. The action, before the 2019 Women’s Soccer World Cup, told the story of the sport in Brazil along the 2.8 km of Avenida Paulista, using urban furniture. In partnership with the Football Museum, it also had a schedule of guided tours.
