As the Formula 1 Lenovo Grand Prix of São Paulo approaches, McDonald’s, the category’s official regional sponsor, is preparing to enjoy the moment with the sport’s fans. The network launched a campaign focused on the event, with a TV film, actions with influencers and exclusive coverage of the São Paulo GP. The activations will take place at Méqui 1000, on Avenida Paulista, throughout October, and at the Interlagos race track, on the 1st, 2nd and 3rd of November.
Created by GALERIA.ag, the campaign features a 30-second film, shown on open TV, in which two F1 drivers, in McDonald’s cars, compete for the podium. The scene changes to consumers at the Drive-Thru, showing the Méqui team as a pit stop team. “We saw Formula 1 as the perfect opportunity to join forces with a sport that shares fundamental values with Méqui, such as excellence, teamwork, innovation and agility”, highlights Sergio Eleuterio, marketing director at McDonald’s Brazil.
The campaign includes four other films aimed at 18 Latin American countries, such as Mexico, Panama, Costa Rica, Colombia, Chile and Argentina. In Brazil, the campaign will feature influencers such as Gabriela Rippi, Julia Rodrigues, Thiago Mansur, Gabriel Rocha, Carol Polita, Cassio Cortes and the duo Guilherme and Otavio, from the “Vai com Guio” profile, who will cover directly from the Méqui space at the São Paulo GP.
Rodrigo Marangoni, Executive Creative Director at GALERIA.ag, highlights the focus on family moments provided by Formula 1: “For our pieces, we developed the motto ‘Formula is… enjoying it as a family, enjoying it together’, to reinforce the bonds that races provide.”
At Méqui 1000, on Avenida Paulista, the public will find a themed decoration with flags, racing tracks, a backdrop for photos and a podium with a car similar to the one used in the film. The Drive-Thru simulates a race track, with details of the tracks and pit stops, while employees will wear special uniforms.
During the competition weekend in Interlagos, McDonald’s will set up an interactive stand with a rest area, distribution of gifts and the exclusive “Paddock do Méqui”, an air-conditioned space for members of the “Meu Méqui” loyalty program, as well as simulations racing in video games.
