Enricco Benetti, co-CEO, CCO and partner at BFerraz, explains with the agency’s most recent case: ‘Spaten Fight Night’
In an increasingly competitive scenario, BFerraz, a member of the B&Partners ecosystem, marked its presence in the live marketing market in 2024 with innovative projects that mix entertainment, sophistication and cultural relevance.
For Enricco Benetti, co-CEO, CCO and partner of the agency, one of the most impactful cases this year was ‘Spaten Fight Night’, an event that combined the glamor of a gala ball with the adrenaline of martial arts, creating a unique experience.
‘Spaten Fight Night’ was developed for Ambev’s Spaten beer brand, and its main objective was to highlight two essential attributes: strength and sophistication. The proposal was clear: unite the world of fighting, with boxing and MMA, with the refinement of a brand that seeks to compete in the premium beer market.
“Our main objective was to amplify Spaten’s presence in the market and generate as much awareness as possible. The live broadcast on Rede Globo and Canal Combate guaranteed enormous visibility, and ‘Spaten Fight Night’ ended up becoming the project with the highest earned media return in Ambev’s history, largely driven by conversations on social media and PR, consolidating the brand as a new reference in the premium segment. The combination of entertainment, sophistication and sports narrative was fundamental to the success of the event”, explains Benetti.
Furthermore, the event marked the farewell of Anderson Silva, the “Spider”, MMA icon, which added emotional value to the action. Broadcast live on Rede Globo and Canal Combate, ‘Spaten Fight Night’ gained significant visibility.
Read the full article in the issue of propmark October 14, 2024
