Partnership promises to bring unique experiences and privileged access to fans at events and shows throughout Brazil.
A Ford entered into a partnership with Fernando e Sorocaba, one of the most successful country duos in Brazil, to be brand ambassadors. In addition to sponsoring Churrasco On Fire, a gastronomic event created by the stars, the company will accompany the singers’ tour of more than 150 shows across the country in 2024 and will have their presence in events and campaigns.
Quality, trust, innovation and respect for roots are values shared by Ford and Fernando and Sorocaba that are the basis of their connection with the public.
Fernando and Sorocaba have deep connections with the agricultural sector and the ability to connect generations and cultures through music. They are excellent ambassadors to promote our image as an action brand that is connected to our customers’ active lifestyle and passion for achievement, says Marcel Bueno, Ford Marketing Director.
Enthusiastic, Sorocaba says he is certain that this partnership will make history. According to him, Ford’s Ready for More concept reflects very well the duo’s approach to life.
“This special action with Ford is the union between a brand that is part of our lives and the lives of many Brazilians with our musical history, our values and ideas. We look forward to sharing this exciting journey, showing how music and lifestyle seamlessly connect with Ford’s innovation and quality,” says Fernando.
The entire strategy, idealization, negotiation and approval of the partnership between Ford and Fernando and Sorocaba were developed by VMLthe agency responsible for planning Ford’s brand experience and communication.
Exclusive actions
Ford’s partnership with Fernando and Sorocaba includes several actions in 2024, which are divided into three main axes. At Churrasco On Fire, the biggest gastronomic event in Brazil, the brand will offer exclusive experiences to customers in its more than 30 editions, such as cabins, test tracks for Raa Forte pickup trucks, such as the Maverick, Ranger and F-150, and meetings with stars.
Throughout the Fernando and Sorocaba 2024 Tour, with more than 150 shows, Ford will offer privileged access to fans, exclusive content and interactive behind-the-scenes actions. The stars will also participate in events, meetings with customers, employees, influencers, journalists and Ford dealerships, campaigns and exclusive content aboard the F-150, the most famous pickup truck in the world.
Success without borders
With a career spanning 17 years, Fernando and Sorocaba stand out as icons of country music, transcending borders and becoming a reference in various sectors. With a repertoire consisting of 16 albums, including 12 audiovisual works and more than 250 original compositions, the duo not only revolutionized the perception of the genre by mixing tradition and modernity, but also solidified its digital presence.
With more than 1.8 billion views on YouTube and a fan base of more than 2.75 million subscribers, Fernando and Sorocaba have achieved significant prominence on online platforms. In addition, they accumulate more than 6 million monthly listeners on Spotifyshowing that his success goes beyond the traditional reach of music.
Follow Adnews on Instagrame LinkedIn. #WhereTransformationHappens
