TIM Music Noites Cariocas has the operator’s naming right for the third consecutive year; project takes place this month in Morro da Urca, RJ
Created by Nelson Motta, Noites Cariocas was one of the main destinations for young people in Rio de Janeiro during the 1980s. The amphitheater, located at the top of Morro da Urca, has been the stage for shows and memorable passages.
One of them, perhaps the most classic of all, starred by Tim Maia who, due to fear of heights, refused to get on the traditional cable car. When he went — already late, by the way — he lay down on the floor during the short journey and sang for hours.
Since 2004, the Noites Cariocas project has been under the command of entrepreneurs Alexandre Accioly and Luiz Calainho, with the realization of HUB 777, Accioly Participações and Parque Bondinho Pão de Açúcar.
TIM is in its third partnership which gives it the right to use the naming rights for the shows, which started on the 5th and continues until the last weekend of April, with shows on Fridays and Saturdays.
This year, TIM is working on new connectivity and relationship experiences with the public during weekends with shows at Morro da Urca.
TIM Music Noites Cariocas, which is part of the company’s music platform, is seen by the operator as an opportunity to carry out activations, in addition to reinforcing brand pillars such as sustainability.
Camila Ribeiro, director of advertising and branding at TIM, remembers that Noites Cariocas was the first event delivered by the operator after the end of restrictions due to the pandemic, in 2022.
“It’s a great opportunity to reinforce the brand’s connection with music and to get closer to consumers and relevant stakeholders for the company”, said the executive.
During the shows, the public has the opportunity to immerse themselves through virtual reality, which will allow them to explore new points of view of Morro da Urca.
Ribeiro said that TIM’s music platform has, among its objectives, precisely this issue of making the company’s technology and innovation tangible.
“5G becomes very evident when the customer is able to be fully connected in the middle of a large crowd or when they experience new features such as virtual reality and augmented reality”, he highlighted.
