Project includes advertising film, content platform and activities in the event space through the agency’s Live Marketing area
Volkswagen do Brasil is the sponsor and official car of Rock in Rio 2022 and, for the seventh edition of the festival, prepared full services actions, led by AlmapBBDO.
Presenting its presence for the fourth time at the event, this year Volkswagen has the Nivus as the official SUVW of Rock in Rio and counted on the agency to create a campaign that uses the melody of the song Eu Vou, from the movie Snow White and Seven Dwarfs, for the concept i go by volks. Throughout the images, the film features different tribes singing the version in different rhythms as they go to Rock in Rio aboard the Nivus.
The campaign includes open TV, Pay TV, digital, social and OOH.
Sponsoring Rock in Rio Brasil 2022 is fundamental to interact positively with the public we want to talk to. We are going to activate the brand aligned Nossa Volkswagen, that is, much more modern, vibrant and human. This will be reflected in the layout and experience that we are going to promote at our stands, said Roger Corassa, Vice President of Sales & Marketing at Volkswagen do Brasil.
The material from Volkswagen’s social networks during the seven-day event will also be produced by the agency, with a team of 12 people on site and a team for real-time content generation, together with Now. In addition, the content will be developed in partnership with the YouTube channel Pipocando Msica, which will feature a team of presenters formed by Mari Moon, Bruno Bock and Felipe Vasso.
The content initiatives will take place directly from Casa Volks, which will serve as a meeting point for the brand’s guests attending Rock in Rio and will feature several attractions with pocket shows and a podcast, led by Pipocando Cast.
We are very happy in this co-authorship with Volkswagen to deliver a complete experience to people in a much more holistic way, producing a 360 degree content starting from a single concept and several platforms, with a wide delivery of communication that an event of this size deserves, said Christiano Bock, Head of Customer Service at AlmapBBDO.
In addition to Casa Volkswagen, the brand will have its own interactive three-story stand, with approximately 450 square meters and a privileged location close to the Mundo Stage, and a space on the first floor of the VIP area with an exhibition of ID.4: SUV.
