Brazil is a country that understands the importance of advertising for the success of a business and, not by chance, invested R$74.1 billion in media buying in 2022 alone, according to a study by Kantar Ibope Media. Rio de Janeiro, in turn, is one of the most economically developed capitals and, alongside ten other cities, is responsible for 25% of the National GDP, according to IBGE. Adding these two factors together, it is no mere coincidence that the capital of Rio de Janeiro attracts the attention of this million-dollar advertising industry.
At the beginning of April, the Called OOH Media, which celebrates 45 years in the market in 2024, delivered the first phase of the 8 fingers (walkway between the departure hall and the aircraft) at Santos Dumont Airport, in Rio de Janeiro (RJ). The out-of-home media company won the concession and will be able to operate these spaces with advertising for the next five years, starting in October 2023. In total, 56 screens have already been installed.
“Rio de Janeiro is known worldwide for its economic, tourist and advertising potential. It is a city that knows how to position itself very well globally, including because it has a unique natural exuberance. Kallas has an office in the city, through which it focuses on customized business for the Rio public, without forgetting tourists. It was in Rio that Kallas actually started. Our first panel was at the international airport in 1979”, highlights Rodrigo Kallas, CEO of Kallas Mídia OOH. The regionalization of offices, with specialists per region, is part of the company’s market positioning, currently present in 27 UFs across the country.
Kallas no Aeroporto Santos Dumont
The first stage involves using the internal space of the fingers with digital media and the external part with static content. The second phase, scheduled for 2024, will bring external digital panels and is in the approval phase by Infraero, which evaluates the architectural and electrical projects. Among the clients who have already served advertising on these fingers via Kallas, there are names such as Santander, Azul Linhas Aéreas and ENGIE. In June 2023, the OOH company installed the first flexible LED tunnel in airports. The equipment impacts 100% of the people who disembark at Santos Dumont.
One Rio de Janeiro
In 2021, the business head of the RJ region, Ayrton Mandarino, began to dedicate himself to integration between Kallas’ verticals (airport, urban and others) and also the company’s departments (operations, commercial, projects and products) which, according to the executive, they improve the quality of work when they talk to each other. That was when he introduced the concept “Um Só Rio”, also translated through the hashtag #1sóRio.
“The idea is that all professionals in the square look at Kallas Rio as a business generator and at its products and verticals with a 360º vision”, highlights Mandarino.
With this new route, Kallas began to position itself differently in the Rio market, integrating its operations and communicating with a broader public. That is, to work on the airport fingers, the project team needs to communicate with the urban vertical to understand specificities of the market and the public, and vice versa. This targeting not only brings gains in advertising linearity but also in productivity.
“We are keen for this dialogue to happen, as we are a company capable of creating cross and transmedia actions, that is, as we are present throughout the consumer’s entire daily journey, we are able to deliver the message of brands and our customers in more than one space, active or local. This business model makes it possible to build a narrative and guarantee attention and reinforcement of the message”, adds Mandarino.
He also comments that managers began to be trained to look at Rio de Janeiro as a place for business and opportunities in a very integrated way. According to him, the commercial, operations and product areas are equivalent and must operate in line with a focus on the best result for our customers.
The executive has a challenging (and equally rewarding) mission on his hands: monetize the available assets and gain share where Kallas already was or in other verticals, not yet worked on, such as rail tracks and shopping malls.
The operations at Santos Dumont Airport are already under this umbrella of the “One River” concept, as are the upcoming projects. Kallas enjoys a large presence in the capital of Rio de Janeiro also with urban installations, being the operator of more than 11 thousand street sign points.
*Cover photo: Disclosure/Kallas
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