Meeting considered the most important in the OOH industry in Latin America, took place between April 17th and 19th in Mexico City
Brazil won three trophies during the Foro Alooh Latam 2024, one of the main events in the OOH media sector in Latin America and which is organized by the Asociación Latinoamericana Out of Home (Alooh).
Exhibitor Hexagono Brasil Publicidade, directed by Matheus Martins, and associated with Central de Outdoor, won the Gold trophy, in the Sustainability category, with a campaign developed by Le Pub and BE 180 for Heineken. The brand installed photovoltaic billboards that chill beer using energy generated by sunlight. The panels were installed in connection with Brewteco, a Rio bar located in the Gávea region. With the text “This billboard is freezing your Heineken. Cheers”, the focus of the campaign was to raise awareness and draw the attention of customers by showing the possibilities of using renewable energy sources. The initiative was developed by Le Pub, the Publicis Group agency responsible for serving the brand and planned by BE 180.
Central de Outdoor, the largest outdoor media association in Brazil and one of the five largest in the world, received the silver trophy with ECOSS OOH in the “Technological Solutions” category, during the Foro Alooh awards. A pioneer in the Brazilian market, ECOSS OOH is a data intelligence and automation platform for static and digital ads that groups the inventory of companies associated with the Outdoor Center and assists in the day-to-day dissemination of campaigns.
The platform expects to reach 40 thousand registered faces by June. Through filters and the platform’s intelligence, users are able to choose the most strategic aspect for their campaign, not only because of its location, but because of its qualified audience. This process results in campaigns with greater impact and better value per location, generating more business opportunities for all members.
Fabi Soriano, executive director of Central de Outdoor, states that the platform reinforces the association’s mission of contributing to the professionalization of the sector and crowning it in Latin America, as ECOSS OOH is considered one of the main important facts in the advertising market in 2023 “Brazil has more than 5,000 municipalities and presents a high capillarity of media opportunities. ECOSS OOH comes to solve the challenge of creating an efficient plan based on the availability of a wide variety of formats, managed by different companies, in our cities So it’s a great honor that it has been recognized as one of the best technological tools in Latin America”, he says.
CHICOOH+, the first OOH/DOOH trading desk in Brazil, led by Francisco Saturnino Xavier, known as ‘Chico Preto’, won a Silver trophy in the “Technological Solutions” category, with the OOH Trace platform.
The company is the first in Brazil to use the platform that monitors and certifies both conventional and digital OOH media in real time through artificial intelligence, betting on the use of this technology for its campaigns. “OOH Trace seeks to bring much more technology to the business. “At CHICOOH+, we bring a lot of technology, not just programmatic, but also artificial intelligence for photographic checking and others for more efficient delivery,” said Chico Preto.
The CEO of CHICOOH+, associated with Central de Outdoor, with more than 40 years of experience, highlights the importance of associations in the market and the award won, “I support associations and recognize the importance that Alooh, which is made up of a team of renowned professionals, there are on the market. Therefore, I feel honored that CHICOOH+ received this award.”
