The song “It rains, it rains without stopping”, by Jorge Ben Jor, could have been the soundtrack for this edition of Lollapalooza Brasil. But, not even the persistent rain stopped an audience eager to experience the brands’ activations, much less the creators guests, who transformed the rainy weather into three days of joy, pure magic, experiences and many moments to remember.Except for the crowd’s shoes, which must have been retired after the event, like mine. Here’s a tip for brands: provide galoshes for 2025 (laughs).
Lollapalooza Brasil 2024 was special, with several shows that will go down in history, such as Kings of Leon and Tits Encontro, as well as the debut of Blink-182 and SZA on national soil. The festival, which took place between March 22nd and 24th at the Autdromo de Interlagos, in So Paulo (SP), was marked by emotion and excitement from the public.
Watch below the experiences and activations offered by the brands this year, produced by Umbrella Media Production in collab with Adnews:
A little more about Bradesco’s experiences and Master sponsorship
For the fifth consecutive year, the Bradesco sponsored Lollapalooza Brazil, and for this edition, prepared a series of initiatives that surprised the audience at the event.
(Photo: Cathy Birle)
Path
During the journey to the event, the public who opted for transport via CPTM was impacted by a themed and super colorful communication on four trains that operate the route Osasco/Mendes-Vila Natal, to enter the vibe. Furthermore, in partnership with Eletromdia, the bank transformed the Pinheiros and Autdromo stations into meeting points for Lollapalooza Brasil lovers.
At Pinheiros Station there was also a meeting point Exclusive for those who used the Expresso Lolla, with stops only in Pinheiros and Autdromo during the three days of the festival. In this space, passengers could take photos and interact with exclusive activities while waiting for the trains to arrive.
(Photo: Cathy Birle)
Water Stations e Squeezes
The brand’s exclusive feature at LollaBR since 2019, the free water distribution spaces, which are brilliant, were once again a success. There were eight stations spread across the Racetrack. In addition, the brand made available six exclusive models of squeezes personalized.
Osis Bradesco
Thinking about moments to recharge during the festival, Bradesco produced an architectural project that transformed Alameda de Ativaes into a true urban oasis. The space was designed to be a cozy meeting place, and those who passed by found cell phone charging stations, foot massage sessions and rest areas.
(Photo: Disclosure/Bradesco)
Lolla Lounge
Those who visited Lolla Lounge were also impacted by the oasis concept, which combined a playful atmosphere with unique experiences. The place featured an activation in the format photo freeze 180 (Matrix style) inside a ball pool, as well as two foot massage stations.
A little more about the Master Sponsor’s strategies: The ‘Bra’
In an exclusive interview, José Mauricio Lilla, head of Communications at Bradesco, told us about the event and his support strategies for this year.
José Mauricio Lilla, head of Communications at Bradesco. (Photo Disclosure/Bradesco)
ADN: What was the central theme and strategies used in Bradesco’s campaign in relation to the event?
Qty: The entire communication was based on the premise of providing products, services and benefits so that Bradesco customers could enjoy Lolla their way. With this, the campaign motto emerged: “Make your LollaBR with Bradesco”. To amplify this message, our communications strategy is broad. We develop initiatives that impact the public, from pre-sales of tickets (with special conditions), experiences on the way to arriving at the event; unprecedented action with McDonalds that took social media by storm, in addition to discounts at the fast food; Brand Mission on TikTok, so that the public could get into the festival spirit; active in locowith spaces to relax and hydrate, until it’s time to enjoy the shows in locoon the sofa at home or even on your cell phone, wherever you are.
ADN: How can Bradesco participate in an event like this, especially as a master sponsor for the fifth consecutive year?
Qty: Support for LollaBR is part of Bradesco’s tradition of supporting art and culture. Furthermore, the festival is a very democratic space with incredible diversity, another point of connection with the brand. But, without a doubt, this initiative goes far beyond sponsorship. We are talking about a partnership that brings together business, advantages and facilities for Bradesco customers, in addition to the possibility of establishing new connections with the festival’s audience.
ADN: How did you seek to innovate in another year of partnership?
Qty: Our communication is always based on active listening, both to our customers and the general public. And our actions reflect this listening. A good example is our famous Water Stations, which since 2019 has been helping to hydrate the festival’s audience. Other asset which complements this initiative is the distribution of squeezes personalized and collectibles for everyone who attends the festival. But we also always seek to bring something new to impact the public. This year, we can mention Osis Bradesco, an exclusive space created for that time to recharge your energy and enjoy moments of relaxation between one show and another.
Another novelty was the unprecedented action in partnership with McDonalds, carried out especially for LollaBR. We are inspired by the famous trend on social media to surprise Bradesco customers who stopped by the McDonalds Drive-Thru with the question: “Discount on the Mqui app or a mystery gift?”. Those who opted for the discount received an exclusive promotion. Those who risked the mysterious gift were awarded pairs of tickets to the festival. Furthermore, all Bradesco card customers can enjoy the benefit of the exclusive discount until April 30th, at any store in the network.
Ultimately, we are always attentive and committed to providing new and remarkable experiences for Bradesco customers and the festival audience.
What to expect for Lolla 2025?
Lollapalooza Brasil 2025 already has a set date: it will take place on the 28th, 29th and 30th of March. The first sale of Lolla Pass tickets,which gives access to the three days of the event with the lowest edition values, and which is now available to the entire public with exclusive benefits. These will be the lowest prices charged for the 2025 edition, even below the price for 2024. In addition to the discount, buyers will also be able to enjoy priority entry on festival days.
In the coming months, more details about the next edition of Lollapalooza Brasil will be revealed, including other information about ticket sales, line-up complete and event service.
Ticketmaster will handle the entire ticket sales operation
Sales will be available at official site and at the physical box office, at Tokio Marine Hall, with no service fee or delivery fee. The service takes place at Rua Bragana Paulista, 1281, Chcara Santo Antnio So Paulo (SP), from Tuesday to Saturday, from 10am to 5pm. The ticket office is not open on public holidays and holidays.
And finishing this epic coverage in collaboration with Umbrella Media Production, where we brought the best brand experiences from the festival and all the emotions experienced in these 3 days of Lollapalooza 2024, a fantastic potpourri with the best moments.
Are you ready? So come along and enjoy these incredible moments that we brought for you, here’s a tip: Shine, rain, snow, hail, whatever, get ready and don’t miss out (no way!!!) Lollapalooza 2025!!
See you there!
We thank all our supporters:
Bradesco
Budweiser
Mqui
Samsung
Superb
Riachuelo
Lollapalooza
Follow Adnews onInstagram e LinkedIn. #WhereTransformationHappens
