Juruaia, capital of lingerie, stands out with giant pieces in OOH actions

In a movement contrary to the use of CGI technology in FOOH images, the capital of lingerie, Juruaia, is standing out nationally with a bold, real marketing strategy that has been very successful: real gigantism. The city has already gained notoriety by presenting the largest bra in Brazil measuring 5.06 meters high and 15.76 meters wide and the largest thong panties in Brazil measuring 5 meters high and 6 meters wide, both records approved by RankBrasil , in physical and real structures, capturing the attention and curiosity of both the public and the media.

“Betting on the Out of Home strategy was a surprise for our city, our objective was to achieve notoriety, introduce Juruaia to Brazil, strengthen our image in the market and further solidify our trajectory and the repercussion made the project even greater. Our giant-sized pieces have become tourist attractions and have also become spaces for themed actions, explains the president of the Commercial Association of Juruaia (Aciju), Tania Mara Rezende.

The actions began in 2015, with the launch of the largest bra in Brazil. The piece is three hundred times larger than a normal bra, made with around 90 meters of fabrics, such as microfiber, tendon and satin, in addition to 40 meters of TNT and 25.5 meters of foam. Known by the media and the public, after its success, the piece became an Instagrammable symbol of the city, constantly on display, always taking on a new look.

The biggest bra in Brazil has already been dressed in feminine power, by the hands of graffiti artist Lus Henrique Sniffo who, with sprays of various colors, brought to life several faces that symbolized feminine power. In the month of the fight against breast cancer, the giant bra was delicately decorated with shades of pink and bows, honoring the awareness campaign about the importance of early diagnosis and to celebrate the World Cup, the piece gained the vibrant colors of the flag Brazilian, representing the love for football and national pride.

The biggest panties in Brazil, launched at the end of 2023, has also become a tourist and Instagrammable spot in the city and will be present at the biggest lingerie fair in the country, the 27th edition of Felinju.

Once again we brought Juruaia to national attention, presenting the strength and size of our business, and we did this using the OOH marketing strategy, especially at a time when brands invest in FOOH, combined with press relations that have been bringing us results which increasingly allow us to insert Juruaia, the capital of Lingerie, into the national scene, adds Tania Mara.

Among the next steps, the lingerie capital intends to open spaces for brands to carry out actions using their giant pieces, which can even be transported. Furthermore, it already has a new piece in its plans, but no date has yet been set, but we already know that it should surprise with its size.

For those interested in seeing the gigantic pieces, just visit Juruaia, located in the south of Minas Gerais, where visitors can closely appreciate the magnitude and creativity behind this marketing strategy.

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