Porto Seguro Bank carried out one of its biggest activations at the São Paulo Formula 1 Grand Prix, which took place on November 13th. With that in mind, Adnews talked to Luiz Arruda, the brand’s VP of Marketing, Customers and Data to clarify some doubts about the process of carrying out actions like these and what to expect from the future.
Check out the interview with Luiz Arruda:
1. How important is it for the brand to make the customer feel special, with an exclusive and differentiated card?
[LA]: “For Porto, it is extremely important that the customer feels special in each product and service we offer, even in the details. That’s why we’ve developed a line of brand new credit cards made with authentic Formula 1 car parts. For the first time in our history, we’ve adopted a themed card in limited edition. And the universe of the tracks translates a lot about the attributes of our Porto Seguro Bank brand: innovation, performance, technology and quality, in addition, of course, to fans who are passionate about new experiences. The cards hit the market as a gift to motorsport enthusiasts who have the chance to have, in the palm of their hand, a little piece of that passion to be part of their daily lives.”
2. Are new Formula 1 activations planned?
[LA]: “Porto Seguro Bank is founding partner of the São Paulo GP until 2024 and is promoting a series of activations during the event, which takes place between November 11th and 13th of this year, at the Interlagos Circuit. Among them are the cashless cards, which must be used for consumption inside the racetrack and will entitle you to collectible GP cups.
To make the experience of watching a Formula 1 Grand Prix even more remarkable, the company has prepared several actions in its exclusive stands that will receive around three thousand customers, partners and brokers. The main differential for those following the race at this point of the circuit will be Vila Porto, which combines leisure and comfort in the same space. The environment will consist of stands with various food options, a living area with tables and chairs, instagrammable spaces, running simulators and a DJ.
Porto Seguro Bank also carries out an exclusive pre-sale for customers for tickets for the 2023 São Paulo GP. The advance sale starts on November 14.”
3. Where did the idea for the partnership come from?
[LA]: “The opportunity to sponsor the São Paulo Grand Prix came at a time when we were looking for new ways to bring fantastic and exclusive experiences to our audience. For this, it made perfect sense to associate a new brand like Porto Seguro Bank with the emotion that Brazilians feel when watching the GP. In addition, we noticed a great affinity in terms of proposals and attributes, such as the quality and excellence for which both the Porto and the GP are recognized.”
4. Can new Cross Selling strategies be adopted by the brand? Can other sports besides F1 also participate in the campaigns?
[LA]: “We are always looking for new strategies that deliver increasingly personalized and diversified services and products to its customers, thus opening doors for those who still do not have contact with the brand. We are always developing campaigns that integrate diverse universes and that includes sports.”
5. Did the growth of Formula 1 in Brazil influence the choice of campaign?
[LA]: “Formula 1 is a sport that has been part of Brazilians’ lives for decades. The profile of the sports audience is quite diverse and has grown and rejuvenated in recent years. This can be confirmed with the success of last year and 2022 editions of the event.”
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