Rock The Mountain starts today in Petrópolis, Rio de Janeiro, with programming on the 8th, 9th, 10th, 16th and 17th of November. As official sponsor, L’Oréal Paris, global leader in beauty, brings special actions to the festival, which features Anitta among the main attractions. The brand highlights Elseve Glycolic Gloss and offers something new to the public: free Wi-Fi at the bus stop to make it easier for visitors to connect on the round trip.
To access, simply connect to the “wifigloss” Wi-Fi at the bus stop and, upon connecting, the user will be directed to a brand page with exclusive information and promotions about Elseve Glycolic Gloss.
“Rock The Mountain brings the face of Elseve Glycolic Gloss to its line-up: Anitta. We couldn’t help but communicate the power of lip gloss at an event like this and take the opportunity to offer multichannel experiences. Let’s celebrate, alongside the public, the self-esteem and authenticity that everyone can and should embrace”, explains Maíra da Matta, brand director at L’Oréal Paris.
The event’s 360° communication, created by WMcCann, features a multichannel strategy providing an extension of the festival experience. The brand created a movement in the cities of Petrópolis and Rio de Janeiro, intensifying its presence with an integrated communication ecosystem that ranges from personalized buses, leaving from Rio de Janeiro to Petrópolis, enveloped with the visual identity of Elseve Glycolic Gloss, as well as panels OOH and DOOH spread across strategic points in cities, such as airports and bus stations, ensuring communication during the journey to the festival.
The media action also includes advertisements on the Uber platform, transport commonly used by festival-goers to get to and from the event. Entitled #ROCKTHEUBER, the partnership between L’Oréal Paris and the transport app will feature a special mechanic: whoever runs a race leaving Rio de Janeiro heading to Itaipava on the 9th, 10th, 16th or 17th of November will win a voucher for 13% discount when purchasing the full line of Elseve Glycolic Gloss.
At the festival, visitors will be able to get up close and personal with the products from the Elseve Glycolic Gloss line and enjoy exclusive experiences at the personalized stand. The brand will also be present with a stand and communications about the new The Invisible Solar Expertise, a high-protection sunscreen with an ultra-light fluid texture that guarantees technology and protection. As an experimental strategy, the release will be distributed to festival-goers during the event.
