The day before the official start of the festival, Chevrolet’s action featured shows by Doja Cat, Machine Gun Kelly, Kehlani and Pabllo Vittar.
To activate its seventh participation in the festival as a master sponsor of Lollapalooza Brasil, Chevrolet brought together 40 thousand people at “Onix Day”, a brand action for owners of Chevrolet Onix and Chevrolet Onix Plus models, influencers and guests. The activation the day before the official opening of the event featured concerts by artists Doja Cat, Machine Gun Kelly, Kehlani and Pabllo Vittar.
The public can also access the structure of one of the most anticipated editions of the event – not held in the last two years due to the pandemic – and learn about exclusive activations in advance of the Chevrolet Onix Space, signed by the event agency lampada.ag.
Among the actions, the brand presented Onix Battle, a battle in the style of “The Voice” where the public can show their talent and win over the judges Mc Taya, Viegas and Supla, with a presentation by Penélope Nova; karaoke at Solte Sua Voz, where people can sing their favorite song and win exclusive gifts; and Free Fall, an amusement park elevator-style ride, which added even more adrenaline to the experience.
“We have been waiting for this day for two years and now it has arrived. It is very special for us to be once again at one of the biggest music festivals held in Brazil to offer the owners of Onix and Onix Plus a differentiated experience that, without a doubt, , will go down in history”, says Hermann Mahnke, Executive Director of Marketing for GM South America.
To increase the visibility of the action, Chevrolet relied on Isobar Brasil, which developed a multiplatform communication bringing together influencers such as Thaynara OG and Yarley, in addition to a cross-media project with Spotify; and BR Media, responsible for the influencer marketing action on Instagram and for Pabllo Vittar as an extra attraction of the event.
The initiative also involved the agencies MRM Brasil, responsible for the raffle for the distribution of tickets to vehicle owners, and G3A Social ID, which created and commanded the “Hunting for Tickets” action on TikTok, which offered 500 tickets to users of the platform. .
This whole story began with the campaign launched on March 18 with the motto “This connection will go down in history”, which reinforces the concept of people connecting with the real world. Signed by Commonwealth//McCann, a division of WMcCann for exclusive service to Chevrolet, the action was broadcast on digital platforms and open TV.
Datasheet:
WMcCann
Client: Chevrolet
Product: Onyx
Campaign name: Onix – Lollapalooza 2022
Time do Client: Hermann Mahnke, Federico Wassermann and Mariane Viola
Executive Chairman: Hugo Rodrigues
CEO: André France
CCO: Hugo Rodrigues and Mariana Sá
Creative Direction: Fernando Penteado and Eric Sulzer
Creation: Felipe Araújo, Rosilene Gonçalves, Natalia Soares, Suelen Oliveira and Jennifer Oliveira
CSO: Renata Bokel
Planning Director: Eduardo Cabral
Planning: Tatiana Weiss, Pedro Hypolito and Giovanna Martinez
Content Director: Patricia Colombo
Content: Monikhe Menezes, Larissa Araújo, Wenderson França, Kimberly Dailher and Jennifer Marinho
Business Director: Danilo Ken
Assistance: Joana Campanelli, Stephanie Gasparini, Isabella Misko, Rebeca Rocha, Andressa Santos, Tamires Antonucci, Juliana Silva and Raquel Araújo
VP of Media: Fábio Urbanas
Offline Media: Guilherme Silva, Anita Barcellos, Bruno Alves, Murilo Amaral, Beatriz Lindner and Wallace Rodrigues.
BI: Paulo Shindi, Felipe Borges, Thiago Tiuzzi, Fábio Oliveira, Camila Oliveira, Paulo Pancheri, Eduardo Faustino and Gabriela Vaz
Head of Production: Camila Naito
Integrated Production: Monica Andrade, Mariana Resende, Amanda Jóia, Beatriz Moreira and Paula Butler
Producer: Pilot
Director: Rafael Antonelli
Executive Producer: Natalia Souza, Cecilia Bertoche, Larissa Luisi and Willian Sousa
Prospecting and Management: Regina Knapp, Roberta Frederico, Marilia Raffaeli and Cecilia Gomes
Head of Post: Rafael Bozzi
Post Production Project Manager: Ana Flávia Monteiro
Post Production Project Analyst: Hugo Ferrioli
Editor: Fabio Canale
Finisher: Johann Mallet, Kevin Crawford
Submission Assistants: Junior Fernandes and Rafael Cereda
Art director: Enio Vital
Art assistant: Victor Further and Tiago Sattu
Animator: Danilo “Cheng”
Motion designer senior (lead): Daniel Azevedo
Motion designer assistant: Juliana Vieira
Motion and Composition: Bernardo Vaz, Edgardo Guerrero, Ivan Franco, Law Tan, Jean Estevão and Gustavo Dantas.
Color: Gigio Pelosi
Sound Producer: Mr. pink
Producer and score: Henrique Racz and Gabriel Mielnik
Sound design: Edilson Martins and Lucas Weingaertner
Service: Guta Lima
Coordination: Leticia Brito and Mavi Capelasso
Speaker: Luisa Paiva
Post Production Manager: Maurício Martim
Graphic Producer: Nereu Marinho
Finisher: Claudio Costa
Retoucher: Flavio Sato
Public Relations: Kerena Neves and Giulia Camargo
Isobar – Digital Campaign Strategy
CEO: Ana Leão
CSO: Aloísio Pinto
Planning: Felipe Volpintesta, Luis Menezes, Caio Delgado
Technology and innovation: Eric Scapim, Lucas Conchetto
Business: Fernanda Marin, Ana Paula Thurler, João Godoy, Rafaela Ferreira
Projects: Moyra Esteves
Media: Flávio Leite, Douglas Souza, Julia Bergamashi
ID: Vitor Moura, Gabriela Paiva, Pietro Acauã
Client approval: Hermann Mahnke, Bruno Campos, Francisco Batajelo, Francine Santos
BR Media Group
CEO: Celso Ribeiro and Danilo Basso
Head of Sales / Operation: Raphael Vignola and Renan Della Matta
Commercial Manager: Paulo Fabricio Silva
Assist Comercial: Mariana Midea
Customer Service Manager: Rafaela Sgariboldi
Assist Service: Andressa Munhoz and Dayane Zanetelli
Production: Leticia Diaz and Leandro Valente
Planning: Jordana Fonseca and Victória Gomes
Lampada.ag
General Director: Lutti Colautto
Executive Director: André Luis
Creative and planning direction: Zé Cardoso
Commercial direction and partnerships: Cristiane Strutzel
Customer Service – Fabiane Madriles
Production direction: Elisa Santa Rita
Director of architecture and construction: Cesar Augusto
MRM
Client: Chevrolet
Product: Onyx
Campaign name: Onix – Lollapalooza 2022
Time do Client: Hermann Mahnke, Federico Wassermann and Mariane Viola
GM Platforms: Julien Lereboullet and Cristofer Mello
CEO: Fabio Souza
CCO: Isabel Coletta
Creative Direction: Guilherme Medici
Creation: Marcus Vinicius Sampaio and Rafael Duardes
Planning Director: Anderson Spain
Planning: Natalia Costa
Attendance: Renato Girard, Paula Sotto Maior, Davi Raposo and Fernando Chrispim
GP: Ana Santana
G3A Social ID
General Director: Guilherme Arantes Andrade
Operations and Mechanics: Lucas Velozzo
Production: Luiza Pinato, Gustavo Leal
Visual Production: Harley Alves
Bizzu Content
General direction: Raphael Mattos Montagner
Assistant Director: Graziela Oliveira Danieli
Stage Direction: Mariana de Oliveira Gomes de Campos
Stage direction: Ana Beatriz Scavazzini Marcondes Dias
Director of photography: Rafael Miani Oliveira Amaral
Director of photography: Allan de Sá Motta Lima
Director of photography: Raphael de Araújo Mariano
Camera assistant: Diego Moreira Peninga
Camera assistant: Barbara Cavalcante Balhe
Camera assistant: Beni da Ponta Cividanes Blazquez
Camera assistant: Karine da Silva Barbosa
Photo by Wilian Roberto Olivato
Photographer: Vitor Boletti Garcia
Mobile specialist: Wesley Aguiar
Mobile specialist: Bruno Rodrigues Kanashiro
Mobile Specialist: Alex Kim
Logger: Gustavo Alabarce Mathias Tavares de Lima
Audio technician: Luis Eduardo Boggian Dias
Audio technician: Frederico Corrêa França Silva
Editor: Luan Paolillo Campos Brazil
Editor: Bernardo de Sá Bittencourt Camara Bastos
Editor: Eduardo Kenji Maia Matsumoto
Editor 4: Gabriel Lancman Lewkowicz
Motion designer: Raphael de Almeida Luz
Executive Producer: Frederico Nacarato Martinez
Project manager: Leticia Nardelli de Camargo
Customer Service Director: Gabriela Meyer Seabra
Service Director: Guilherme Ghilardi
Production Director: Lucy de Caires Charlier
Produtora de externa: Luana Korossy Tassone
Production assistant: Augusto Nogueira Ferraz Freire
Production assistant: Eloísa Geovana da Silva
Production Assistant: Larissa Sampaio dos Santos
