In support of the sixth Brazilian National Team, Vivo takes the mascot Canarinho to vibrate with Brazilians in the media out-of-home?? The special project “Relógio Canarinho” was created by GALERIA.ag, through the Vitrine hub, the agency’s business center specialized in external media, in partnership with JC Decaux and scenographic and technological production by Bizsys.
Marina Daineze, director of Brand and Communication at Vivo, comments:
“We are betting on yet another OOH impact action to expand our proximity to the public and strengthen the crowd in pursuit of the six-year dream.”
Located at the intersection of Avenida Paulista and Alameda Ministro Rocha Azevedo, in São Paulo (SP), the “Relógio Canarinho” shows the mascot moving its arms up and down, as if cheering, and when there is a goal or the match ends with a victory for the Brazilian team, the movement changes to look like a celebration.
Paulo Ilha, Chief Media Officer at GALERIA.agit says:
“With the ‘Relógio Canarinho’ we put Vivo in the World Cup atmosphere on one of the busiest streets in the city, and we reinforced the brand as an official sponsor and supporter of the Brazilian National Team. In addition to enabling innovative and interactive initiatives like this one, OOH media includes the brand with relevance and entertainment when the public travels.”
In addition to vibrating with the Brazilian National Team during the Cup, the “Relógio Canarinho” will also inform the public when a goal is scored by Brazil, the final score of the game and when the next match of the Selection is. The special project was carved in a metallic skeleton that supports the scenographic, electronic and mechanical structure of the piece, and made in fiberglass with artistic painting. The mechanics and electronics were produced with the most modern technology on the market and the software has a unique algorithm, which monitors information and results of the World Cup games, converting them into messages that are displayed in real time on an LED panel.
Also through the Vitrine hub – the nucleus works with a dedicated team, its own tools and data intelligence in the development and management of actions directed towards OOH -, GALERIA.ag activated a dynamic delivery for Vivo in partnership with JCDecaux, where messages Personalized messages with a humorous tone and encouraging the National Team will be broadcast in real time in the subway stations of the city of São Paulo – Blue, Yellow and Red lines –, according to the events of the games in Brazil.
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