A match between São Paulo Futebol Clube and Flamengo marked the debut of programmatic advertising in soccer stadiums in Brazil. To generate even more visibility for MorumBIS, Americanas invested in the broadcasting of contextualized messages during the game, such as “Ah, it’s chocolate! Ah, it’s chocolate! At Americanas we have it!”. The campaign used a well-known soccer jargon – which is associated with a big victory – to connect the brand with the stadium’s audience in a very personal and interactive way, providing a unique experience for the more than 50 thousand attendees.
Americanas’ campaign was made possible by Display&Video 360 (DV360), Google’s programmatic media buying platform, with NEOOH and Admooh producing the content. During the 90 minutes and extra time of the game, the 360º LED ring, which is positioned on the edge of the entire São Paulo stadium stand and visible to everyone present, broadcast the content and ensured full exposure to soccer fans and the audience watching the television broadcast of the sporting event.
“This activation is a great opportunity for us to connect with millions of Brazilians, inside and outside the stadium, through sports and entertainment. With almost 95 years of history, we want to create emotional and memorable connections with our audience, engaging our clients with a unique and interactive experience that opens the programmatic media season in the space that is a national passion,” says Washington Theotonio, CMO of Americanas.
“With this DOOH format, we were able to strengthen the brand’s visibility and demonstrate the potential of programmatic advertising in public environments, such as a large football stadium. It is a campaign that redefines the way brands can communicate with people at live events, exploring football culture and impacting fans’ emotions”, explains Gustavo Silva, CSO at NEOOH.
The advertiser’s media strategy followed the journey concept, unifying, in the same campaign, pieces on portals, media on Connected TV, DOOH, YouTube, Display, Video and Audio Ads. “We bet on unification to ensure greater efficiency in purchasing, an integrated communication strategy and to be present at different moments in the consumer’s journey, delivering the right message, in the right context for them”, says Breno Barcelos, DV360 product leader at Google Brazil.
