Victoria Toni, Hering’s brand director, talks about the actions the company will take at the festival, which takes place this weekend in SP
Hering has announced sponsorship of the Turá Festival, which will take place on June 29 and 30 at Ibirapuera Park in São Paulo. Through the concept of “The Basics of Music”, the brand will celebrate national culture with activations.
“We believe that music creates deep emotional bonds, which reflects Hering’s essence of always being close and in tune with people. Through music, we seek to connect with our audience, providing unique and memorable experiences”, says Victoria Toni, director of Hering.
In the following interview, the brand provides details about the sponsorship and actions planned for the Turá Festival.
This will be the third consecutive year that Hering will be at the Turá Festival. Why did the brand choose this platform/event?
We believe that the festival is a great enhancer of culture through music, which connects and moves people, and we greatly value this. Currently, festivals are a great meeting point for diverse audiences in one place and it becomes more necessary every day to be present in these events. For Hering, participating in the Turá Festival is a great opportunity to connect with younger people who, even though they know the brand through campaigns and social networks, value brands that are closer to their consumers and that involve them in narratives. This is also a great opportunity to support and encourage Brazilian culture, which is closely linked to our essence.
What does the festival have that Hering also has?
What unites Hering with the Turá Festival is the appreciation of Brazilian culture. Both our brand and the event believe that cultural movements need to be encouraged and promoted in different ways. Being close to events that have this synergy with Hering is essential for us who want to reinforce the “Basics of Brazil”. In recent years, it has become necessary to connect not only with the public, but also with brands that are aligned with our values. The partnership between Hering and Turá has been successful over the last three years due to the importance the brands give to Brazilian culture and the way they complement each other.
How can the concept of “O Básico da Música” strengthen Hering’s identity as a brand that celebrates national culture and connects emotionally with the public?
The concept is an offshoot of our tagline “O Básico do Brasil” and symbolizes the brand’s connection with cultural movements. This concept shows that we are present, not just physically, in cultural events and movements and interconnected with the essence and valuing what our audience believes. The concept of Music Basics brings our DNA from the democratic basics and which has reinvention in its essence, we continue to evolve every day. In recent times we have seen the public’s way of consuming change, people want deeper connections. It’s no longer enough to run a campaign, today’s consumer needs storytelling behind the action and for the brand to be aligned with what they believe.
What are Hering’s actions at the Festival?
This year we are present with a 70m² stand that will tell a little about the brand’s heritage since 1880. Visitors will be able to see Hering’s most memorable historical moments, through a time tunnel that will show how the iconic shirts were shaped and crossed generations, including technologies, models and attributes that bring functionality and style to looks of all ages. The space will also feature activations and a machine with prizes drawn from Hering, such as a t-shirt, cap, ecobag and brand voucher. On Sunday, we will have a team of videographers who will be present to record videos with the public, which will be made available to publish the content on their social networks. After the success of our digital Valentine’s Day action with the tuk tuk in Rio de Janeiro, we will take you to Toca, Turá’s VIP area, as a photo opportunity point. Anyone who passes by will be able to record the moment and receive a personalized polaroid with the Básico da Música subscription. Finally, during the two days of the event we will sample 3,000 caps.
