With a strong power to mobilize the audience’s attention and passion, the World Cup is a unique opportunity for brands that want to expand their connection with the public and boost their business. With an eye on the intense movement that takes place in large urban centers during the event, JCDecaux – the world leader in outdoor media – created the largest Out-of-Home coverage project in Brazil, which includes exclusive content for brands that want to ensure their presence on the journey. of the consumer, especially on match days of the Brazilian team.
The telephone company Vivo, Itaú Unibanco and the McDonald’s chain guaranteed their quotas, all of which were sold through GALERIA.ag. The project’s coverage includes the 10 cities where JCDecaux is present (São Paulo, Campinas, Rio de Janeiro, Brasília, Aracaju, Fortaleza, Natal, São Luís, Belém and Manaus), including special activations on lines 1-Blue, 2- Verde and 3-Red of the São Paulo Metro, and Line 4-Yellow of ViaQuatro, in addition to experiences at the international airports of Guarulhos (GRU) and Brasília (BSB).
João Binda, Sales Director at JCDecaux Brazil, says:
“When we talk about the World Cup, we immediately think about games and content on TV or the internet. But it is important to remember that there is a large circulation of people in urban centers, especially on match days of the Brazilian team. These are the people we want to impact, reinforcing the feeling of national love for football and making this moment unforgettable.”
Partner brands will be entitled to exclusive content in assets during the World Cup. Bulletins will be displayed on digital panels at peak times, covering all periods of the day – morning (7:00 am to 9:30 am), afternoon (12:00 pm to 1:30 pm) and evening (5:00 pm to 7:30 pm). Deliveries begin weeks before the 2022 World Cup, which kicks off on November 20th, and follow massively until the competition’s grand final. Among the possibilities provided for in the package, the brands will also offer experiences for consumers traveling on São Paulo’s subway lines. In addition, special activations must be created in the urban furniture of São Paulo.
João Branco, VP Marketing at McDonald’s Brazil, explains:
“We are always looking for ways to expand our presence in the consumer’s daily life and betting on different formats to carry our messages. We know that Out-of-Home media has great potential to bring even more impact and reach to our brand and being able to count on this partnership is extremely important to us.”
As part of the package, sponsors will still be able to communicate via mobile with the audience that comes across this campaign, all with the latest targeted media delivery technology. In addition to all the creative proposals, brands participating in the project will have at their disposal the full range of tools from Data Solutions, JCDecaux’s ecosystem that helps advertisers plan, engage and measure their campaigns based on data intelligence. “It’s creativity combined with assertiveness and efficiency”, completes Binda.
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