Havaianas carried out a marketing campaign during Rock in Rio, bringing together 25 Brazilian women named “Mariah” to watch the show by singer Mariah Carey. According to data from IBGE, more than 4 thousand people in Brazil were registered with this name. The guests, all wearing flip-flops from the brand’s collaboration with the festival, traveled around Rio de Janeiro on a bus before the show on the last day of the event.
“Havaianas has a light, cheerful and humorous vibe, as well as a witty tone that connects well with the Brazilian way of being. In our country, people stand out for their engagement and passion for their idols. So, we invited some of them to join in the fun with us in this memorable action that highlights that, with Havaianas, every Brazilian is a headliner,” says Juliana Soncini, Brand Director of Havaianas Brazil.
The campaign was inspired by comments from some “Mariahs” on social media about the difficulty of getting tickets for the show. Upon learning of this, Havaianas created the “Mariahs Tram”, taking fans to the show. During the campaign, participants wore personalized banners with their names and exclusive t-shirts.
Influencer Samantha Alves followed the action, recording the behind-the-scenes and the participants’ emotions in content for social media.
“It was an unforgettable day for me. The experience of that day left its mark on me. If I could go back and live it all over again, I would. I lived a day as a princess and it was incredible! For me, it will be marked in my history and in my memory as a day of celebrity. Because that’s how I felt: a celebrity,” says Mariah Carey de Jesus, one of the participants.
The flip-flops worn by the participants are part of the Havaianas Top Rock in Rio collection, a limited edition launched to celebrate the festival’s 40th anniversary. “With this collection, we want to offer people the opportunity to live the festival’s memories all year long, remembering the incredible experiences they had there,” adds Soncini.
In addition to this action, Havaianas had already released content with other people who share famous names, such as Akon Mendes, Cindy Lauper Araújo and Mariah Carey de Jesus, on its social networks to promote the collaboration with Rock in Rio. All content can be seen on the brand’s official profiles.
Rafael Caldeira, Executive Creative Director and Head of Innovation at GALERIA.ag, comments: “In Brazil, we have more than four thousand people registered as Mariah Carey, and around two thousand as Katy Perry. Paying tribute to an international idol by naming your children after them is a very Brazilian habit. This campaign celebrates what is original to Brazil, like Havaianas.”
The models in the collection are on sale on the brand’s e-commerce site, in its own stores and in selected franchises in Rio de Janeiro and São Paulo.
