The brand will have a stand and promotion, with the aim of reinforcing its key messages of proximity, refreshment and fresh breath
Closeup will be present at Oktobefest Blumenau, which starts this Monday (9). The 39th edition of the event that celebrates Germanic culture and tradition will take place until October 27 at Parque Vila Germânica, in the capital of Santa Catarina.
Throughout the days of the festivities, the brand will be present both physically and digitally with the aim of reinforcing its key messages of closeness, refreshment and fresh breath.
“We mapped events and commemorative dates that have a high fit with our target and, because the South region is a very important place for us, Oktoberfest entered our calendar strategically”, explained Vitoria Cordeiro, Closeup’s Marketing Manager.
The company will have a karaoke stand at the space and will invite the public to sing traditional songs into a microphone shaped like a giant toothbrush. Those who participate in the activation will receive gifts such as shoulder bags, pins, cups, socks and cell phone lanyards.
“Our goal is to insert the brand into our audience’s leisure moments, adding even more relevance to the event and truly connecting with our consumers,” added Vitoria.
In an interview with propmarkthe executive breaks down Closeup’s activations at the event, including the “Take a Close-Up Look at Oktoberfresh” promotion, which will award a trip to Germany with 5 friends, all expenses paid. Check out the full interview:
1. How did the idea of participating in Oktoberfest come about?
This year, we have outlined a strategy for Closeup to be present, either physically or digitally, at some important moments of the year for our consumers. We have mapped out events and commemorative dates that have a high fit with our target audience and, because the South region is a very important place for us, Oktoberfest has strategically entered our calendar, due to its cultural relevance for the region. Being the second largest Oktoberfest in the world and with an estimated audience of 40 thousand people per day, we want to be present at important moments for the population of the South, celebrating their culture.
2. How does CloseUp intend to use the booth to reinforce its messages? What are the brand’s main goals with this interactive activation?
Our activation at the event is the face of Closeup, fun, relaxed and that will give confidence to come along. At the stand, we will have Karaoke Flame in Fresh Breathwhere the public will be able to sing traditional songs, among others, singing into a microphone shaped like a giant toothbrush. Those who sing along closely will be able to win exclusive gifts that we have prepared for the event, such as shoulder bags, pins, cups, socks and cell phone lanyards. Our goal is to insert the brand into our audience’s leisure moments, adding even more relevance to the event and truly connecting with our consumers.
3. How do these initiatives connect with CloseUp’s identity and the experience the brand wants to provide to event visitors?
Closeup has a young and relaxed communication style, in which we always emphasize the message of freshness and closeness, and this will be no different for our Oktoberfest campaign, which we have called Oktoberfresh. Created by our partner Mediabrands, through its specialized business units – MullenLowe and Initiative, the campaign was designed to bring the essence of the Closeup brand to the event, with a very proprietary activation, conveying our brand message and entertaining the public.
3. How does the brand plan to impact local consumers and ensure the promotion is successful?
The promotion is starting now and we will also use Oktoberfest communications to publicize the promotion, but it will run until November 4th, and throughout this period, we will have an online and offline campaign focused on the South region communicating the promotion and its prizes. We will also have publicity through physical points of sale, such as partner pharmacies, and regional e-commerces, directing consumers to our website.
4. How will the “Dê Um Close Na Oktoberfresh” promotion work and what are CloseUp’s expectations regarding consumer participation?
We are very happy to announce the “Give a Close to Oktoberfresh Promotion”, valid for the states of Paraná (PR), Santa Catarina (SC) and Rio Grande Do Sul (RS). Where, when purchasing R$10 in Closeup brand products, the consumer registers on the website and competes for prizes of up to R$700 every day, a beer cooler every week and the grand prize, a trip to Germany with 5 friends. The promotion runs from 09/09/2024 to 04/11/2024. In this way, Closeup guarantees lots of fun and exclusive gifts for residents of the southern region.
5. How does Oktoberfest Blumenau align with CloseUp’s marketing strategy for the Southern region of Brazil? Does the brand have plans to expand or adjust its approach to similar events in the future, based on the results of this campaign?
Oktoberfest is very important for the entire country. It is the largest edition of the event in the Americas, and regionally it has great value for the population. We want to be present to celebrate with consumers, creating interaction, exchanges, connections and valuing the culture of the region. We will certainly learn a lot from this experience that will add value to future actions. We value the South region a lot and we intend to always be close to this audience, understanding their needs and preferences.
6. How will you communicate this presence? What is the strategy?
In addition to the activation at the event, we have planned a strong campaign both on and off, with offline media in Blumenau and online with content on the brand’s networks and influencers focusing on Instagram and Tiktok, counting on our squad with names like Lara Santana and Lactea, as well as influencers focused on event coverage, with pre, during and post-event coverage on digital. We will share with the rest of the country and with those who will not be attending the event, everything that will be happening at Oktoberfest, thus maximizing our presence.
