Videos begin airing in November on all trains on the line
JCDecaux entered into a partnership with Kwai for the production of content that will be shown on internal TVs on Line 4-Yellow of the ViaQuatro subway in So Paulo.
There will be 10-second videos on topics such as Football and Sports; Gastronomy and Recipes; Pet Universe and Humor. The Football curatorship will follow the routine of the Brazilian team throughout the preparation period and until the end of the world championship, in partnership with CBF.
The partnership with Kwai opens up new possibilities for brands to associate themselves with attractive content, which expands the connection with consumers in the most digital line of the entire subway transport system, said Alejandra Moreno, Head of Marketing at JCDecaux
JCDecaux will have content from the Brazilian National Team, such as images of the concentration, training, games and backstage of the athletes in preparation for and during the World Cup, in addition to other competitions since Kwai is the official sponsor of the Brazilian men’s football teams, female and supporter of the Brazilian Football Championship.
The videos begin airing in November on all ViaQuatro Line 4-Yellow trains.
This partnership with JCDecaux is strategic for us, as it allows a very diverse audience to have access to the contents. We are very happy with this opportunity to provide information and entertainment to make travel even more pleasant for passengers, explained Claudine Bayma, marketing and branding director at Kwai Brasil.
JCDecaux recently signed a 10-year contract with the concessionaire ViaQuatro to take over the advertising operation of the So Paulo Metro Line 4-Yellow.
The company already operates advertising on lines 1-Blue, 2-Green and 3-Red, reaching more than 4.5 million people daily. With the inclusion of Line 4-Yellow in its portfolio, which is 12 km long and has 11 stations, JCDecaux becomes the main subway advertising company in Brazil, reaching 5.2 million passengers daily.
