Sarah Buchwitz, VP of marketing and communication for the brand, tells what are the expectations for the 18th edition of the party
The Vogue Ball will take place this Friday (10) and, for the third consecutive year, Mastercard will be one of its sponsors. The 18th edition of the ball will have “A Midsummer Night’s Dream” as its theme.
For Mastercard, having its name stamped on one of the most anticipated national parties is part of the experiential and sensory marketing strategy that the brand has been working on for some years.
“The Vogue Ball is, admittedly, one of the most important and exclusive events in the Brazilian fashion scene. Mastercard’s sponsorship of the event follows this line, of providing guests with unique and multisensory experiences that will impact them and make them feel into a fantasy world like ‘A Midsummer Night’s Dream,'” said Sarah Buchwitz, VP of Marketing and Communications at Mastercard.
For 2023, the company will be at the event with two activations. The first of them, created by WmcCann and produced in partnership with the creative director of the Ball, Wado Gonalves, and the Bijari designer studio, has a multisensory space, with LED panels and mirrors, which will aim to make guests reflect on ” what is priceless to you?”
The second activation will be through “Priceless Surprises”, the brand’s video platform, which will fulfill the “dream” of Letcia Cortes, a stylist from the periphery of So Paulo linked to social projects in the field of fashion, to participate in the Vogue Ball . In addition to going to the event, Letcia will also collaborate with stylist Day Molina to build her look for the party and this entire process will be recorded and distributed on Mastercard’s official channels from February 14th.
“Telling stories that inspire and offering experiences that are priceless for people is our purpose. For us, as a brand, it is a privilege to reverberate the voice of these stylists. In addition, we extended an invitation to some influencers to participate in the Ball, also providing the opportunity to they are experiences that move and generate memories to last a lifetime”, explained Sarah.
Mastercard’s expectations with the third sponsorship of the event are the best. According to the executive, being present at an event like the Vogue Ball serves to consolidate the brand in the multisensory narrative, making this generate public preference.
“When we establish sponsorships and create actions like these, we also reinforce our values and beliefs related to diversity and inclusion, fundamental pillars for Mastercard. It is a way to connect with an audience that identifies with the same causes that we believe in and to generate connection based on a mutual and genuine purpose”, concluded the VP.
In order for the content held within one of the most exclusive parties in the São Paulo metropolis to reach people, Mastercard will use social networks. During the event, the brand will show excerpts from the Priceless Surprise action on Instagram and, after the Ball, make the full video available on Youtube.
In addition, Mastercard will also cover the event, showing the experience in loco to its followers.
Opportunity
The 18th edition of the Vogue Ball has a total of 26 brands, including sponsors, supporters and participation. The event will feature the brands Banco Master, Beefeater, Havaianas, 3 Coraes, Amend, Azul Linhas Areas, SWG Brasil, Calzedonia, Chandon, Eudora, Instagram, IPlace, Jean Paul Gaultier, Lindt, Mastercard, Neutrogena, Refit, Stella Artois, Tnica Antarctica, 99 Txi, Desinch, Disney Studios Brasil, Intimissimi Brasil, OPI Brasil, Le Lis Blanc and Volvo.
