The agency was responsible for the activations of four festival sponsors: Doritos, C&A, Ipiranga and Red Bull
Rock in Rio 2022 marked the return of major festivals in Brazil after two years of the pandemic and Sherpa42 was at the event, offering experiences in the stands of four sponsoring brands of the festival: Doritos, C&A, Ipiranga and Red Bull.
The agency has been present at the event since 2015, but for this year it brought to the team Joo Ribeiro, who leads the strategic HUB created especially for Rock in Rio Brasil projects, also assuming the position of head of business at the agency and Phelippe Caixeta, head of sponsorship at Box Entretenimento de Belo Horizonte, an agency in which Sherpa42 is a member and which has events such as the Breve Festival, Carnaval do Mirante and several others in its portfolio to take on operations.
“We were responsible for the activations/initiatives of 4 major sponsors, operating in all spaces in the City of Rock. We activated and provided experiences in 2 stores, 3 spaces in the VIP area, 2 Hospitality Center next to the Mundo Stage, 2 extremely desirable toys in Cidade do Rock, street vendor operations for 3 clients and an exclusive party at the Backstage of the Sunset Stage”, explained the agency’s CEO, Edinho Potsch.
Despite having only one week left of the festival and still not having the real results of the actions, Potsch, informed other indicators point out that the result “was fantastic”.
“We had a great return from earned media, expressive sales results and consumer participation in our activations, which they considered as one of the best, in addition to the best gifts. for the different initiatives of the brands, which confirmed a good part of our choices”, said the CEO.
Rock in Rio 2022 had an economic impact of approximately R$ 2 billion and generated more than 28 thousand jobs during the seven days of shows. Within the City of Rock, Sherpa42 had more than 60 direct employees and almost 300 indirect employees. Within this hub, four teams of professionals were formed to work exclusively on their respective projects.
“Our greatest joy, in addition to seeing our work done, was when we entered the supplier port and so many people are happy to be working there. This movement of people and employees, after such a difficult period for the agencies and suppliers, will remain forever in the memory,” added Potsch.
Activities in the City of Rock
Together with four brand sponsors, the agency created activations that would provide the public with memorable experiences.
“The most important thing for brands, at this moment, was that they had a true story behind them so that they could connect with the consumer. We were challenged, from the conception of the projects, to bring something new, real and that could be made tangible in loco, that is, each client/brand with its specificity, but what guided our choices in which we were able to tangibly the stories told was this interaction, engagement and lived experience”, explained the CEO.
With Red Bull, they delivered a 360° operation within the festival, with product deliveries and brand visibility at food and beverage points of sale. The brand was also present on the backstage of each stage of the festival, in addition to the VIP area.
With Doritos, the activations were based on the conception, development, planning and execution of the entire structure and programming of the brand for the festival. On the brand’s shelf, the public could follow the concerts of artists such as Mc G15 and Mc Davi, with special participation of DJ Ronald and Mc Mari, which were performed through holographic projections.
In the case of C&A, which was present for the first time at the festival, the agency was responsible for the structure of the two stores of the retailer that were located in Cidade do Rock. Another activation was the photo opportunity, where guests from the VIP area could perform a 360 video and receive in real time to post on their social networks and the co-sponsorship of the Sunset Stage.
For Ipiranga, which has been a partner of the festival since 2011, a 150 m stand was set up, called Espao Ipiranga, which included a VIP area, two roller coasters, a meeting point with transfers for customers of the Km de Vantagens loyalty program and personalized buses. The stand also featured a pit studio with content capture activation that delivered real-time videos to everyone.
