OOH company specializing in wellness is present with stations for the practice of physical activities in more than 100 kilometers of beaches across the country
Weekly, the shore that covers 40 kilometers of beach between Rio de Janeiro and Niteri generates 24 million impacts for brands and advertisers, reaching 96 million in a single month. In the whole of Brazil, this number reaches 420 million monthly impacts on the coast that goes from Florianpolis to Pernambuco.
This is possible because Mude, an OOH media company, exclusively offers 132 stations for the practice of physical activities along the Brazilian coast, 59 of which are located on the most famous beachfront in Brazil, from Leme to Pontal, passing through icons such as Ipanema, Leblon and Copacabana, as well as Aterro do Flamengo, Botafogo and Urca, in Rio de Janeiro, in addition to Niteri.
As they are environments focused on health and well-being, beaches are among the main focuses of Mude, which seeks to promote an active and healthy lifestyle through its stations and outdoor gyms in these locations. The beaches we are on breathe vitality, energy and movement. Our purpose is to bring this lifestyle to the population for free, alongside brands that think the same way, emphasizes Marcus Moraes, CEO and founder of Mude.
The company offers activities to the public and media (OOH and DOOH) for advertisers on the beaches from Florianópolis, Guaruj and Rio de Janeiro to Recife, Maceio and Fernando de Noronha, covering more than 100 kilometers of the busiest beaches in Brazil. The stations are positioned at strategic points and close to major event locations in all these cities.
Busy all year round, the beaches on which Mude operates represent a universe of reach of 17 million people in total, including inhabitants and floating population. Movements on the beaches do not only boost tourism, but the entire economy that is generated around them, such as, for example, the banking, sports, beverage, health, telephony and many other sectors, reinforces Moraes.
There are 194 media faces (124 OOH and 70 DOOH) available along the Brazilian beaches, operating between the sea and the avenue, on the sidewalks, places where Mude has exclusive space and where other media companies do not reach.
This differential explains why large advertisers are betting on the company’s beach circuits, such as Mercado Livre, Unimed, Webmotors and Vivo, which stand out among those that will have their brands present on the circuits during the year 2023. In Rio de Janeiro, for example, the telephone operator Vivo reaches more than 96 million hits per month, considering its coverage in the Mude circuit: 59 stations, 52 sponsored monthly classes, 90 static faces and 20 digital faces over the course of 40 kilometers from beaches from Rio to Niteri.
Mude has a very clear proposal to provide services to the population, transforming city spaces into an environment of well-being. Being together with our Vivo client in a project like this, which covers Rio’s waterfront and provides free physical activity, is a source of pride for all of us, says Patrcia Alves, executive director of media at Galeria.ag, one of the main communication agencies in the country.
Within the set of brand engagement possibilities on the waterfront, Mude expands the concept of well-being by offering several sponsored classes, such as yoga, muay-thai and FitDance, among others (in outdoor gyms and specific points, such as Arpoador). ; brand activations, such as Mutiro de Cleaning the beaches, in partnership with Instituto Route; and branded content on DOOH screens: health tips, event schedule, and weather forecast.
Mude is the first and most complete wellness media platform in the world: it physically impacts and digitally engages. Its ecosystem has gyms, stations, outdoor collective classes, online content and uncomplicated wellness information platforms. In favor of well-being, it connects people and brands on different fronts. All of this is completely free of charge for the population, made possible by revenue from media, sponsorship and concessions from the public authorities.
The company is present in 15 cities in Brazil, with more than 700 activity spaces, 646 stations, 50 outdoor gyms, more than 7,000 classes that benefit 25,000 lives monthly, 1,050 OOH faces and 131 DOOH faces, connecting brands and people, transforming media coverage into wellness experiences. Also, Mude also has an app, launched in 2017, which has more than 500,000 downloads. With it, in addition to scheduling face-to-face group and outdoor classes throughout the country, it is possible to practice exercises at home following the lives and recorded content. All material on demand can also be accessed through the recently launched Mude channel on YouTube (@mudenoyoutube).
*Data from OnMaps, by Geofusion
