Brand set up “Barbearia Clear” on the MorumBIS lawn and invited two So Paulo fans to watch the game alongside Lugano
After the action during Majestoso, played between Corinthians and So Paulo, Clear bet on the quarterfinals of Paulisto 2024 to continue its activities in the championship.
This Sunday (17), during the game between So Paulo and Novorizontino, the brand chose two fans of the São Paulo tricolor to meet one of the team’s idols, Diego Lugano, and watch the game from inside the MorumBIS Stadium lawn in a barber shop theme. The action also featured influencer Lucas Freestyle as host.
The dynamics took place on CazTV, both in the pre-game and at half-time. Before the match, Lucas Freestyle appeared on the broadcast, alongside Lugano, to explain the “mission” of getting fans to watch the game but, to do so, they had to fulfill two requests: zero dandruff and have a fresh head. Then, influencer Papi Coisa Linda appeared on the outskirts of MorumBIS in search of fans.
“Clear has a history of providing experiences for consumers, such as our action of taking Fred Bruno to meet Cristiano Ronaldo a few years ago and that was the idea for this action at MorumBIS, that’s why we brought a consumer to watch the game from inside the pitch, in an exclusive Clear space, next to Lucas Freestyle and the tricolor idol, Lugano”, said Carla Forte, Clear’s Marketing Manager.
During the break, the broadcast returned to “Barbearia Clear” to promote the products.
“This strategy is being built with four hands. In this case, this is an action that speaks more to those at home and LiveMode is being a great partner. We designed the actions together because we wanted something that went beyond visibility and, as we There is also a partnership with CazTV, this construction is perfectly integrated. LiveMode centralizes the discussion on CazTV and sponsorship rights, so they are being very close partners”, explained the executive.
Throughout the Paulisto games, Clear’s initiatives had the support of Speakeasy.
Our objective was to impact the public in a way in which Clear’s actions could be marked in a positive and innovative way. From there, we thought about how to expand a brand property. That’s where we came up with the idea of taking a barbershop to the countryside and combining two environments in which the brand was already present, but in different ways, added Wilson Pereira, Chief Business Officer of Clear’s partnership agency.
