The bank will have a broad media strategy, actions on social media and on-site activations
Bradesco is sponsoring Lollapalooza Brasil for the fifth consecutive year and, for the 2024 edition, it has prepared a series of actions to surprise the public who will be at the event that takes place between the 22nd and 24th of March, at the Autdromo de Interlagos, in São Paulo. Paul.
According to Nathalia Garcia, director of marketing, CRM and Digital Sales at Bradesco, the bank’s actions developed for the festival were designed based on the campaign motto “Make your LollaBR with Bradesco”.
“We are talking about a partnership that involves business, visibility, proximity and engagement of the brand with a diverse audience, in addition to promoting a unique experience for people who enjoy LollaBR in situ or from the sofa at home”, stated the executive.
To achieve this objective, the bank will have a broad media strategy, actions on social networks and on-site activations.
During the journey to the event, the public who opt for transport via CPTM will be impacted by a colorful themed communication on four trains that operate the Osasco/Mendes-Vila Nata route. Furthermore, in partnership with Eletromdia, the bank transformed the Pinheiros and Autdromo stations into meeting points for the festival.
At Pinheiros Station there will also be a meeting point for anyone using the Expresso Lolla, with stops only at Pinheiros and Autdromo during the three days of the festival. In this space, passengers will be able to take photos and interact with exclusive activities while waiting for their trains to arrive.
Inside the Intelagos Race Track, the bank will maintain the action it started in 2019, the Water Stations and Squeezes, made up of free water distribution spaces. This year, there will be eight stations spread out and the brand will also have two delivery points for six models of personalized squeeze bottles.
The brand’s stand will have a 50m space that was designed to be a cozy meeting place. On site, the public will find stations to recharge their cell phones, foot massage sessions and rest areas.
Now, anyone who passes through the Lolla Lounge will also be impacted by the bank’s oasis concept. The place will have a photo freeze 180 format activation inside a ball pool, as well as two foot massage stations. There, the public will also be able to participate in a game and win exclusive glasses.
The bank will also have a stadium set up inside the Autdromo that will receive guests over the three days. The interviews will be broadcast on Teatro Bradesco’s Youtube and conducted by presenter and former VJ Sarah Oliveira.
On social media, Bradesco will promote a Branded Mission action with the hashtag #BradescoNoLollaBR on TikTok. In the initiative, the bank invites people to have fun imagining what it would be like to enjoy the festival inspired by their musical taste.
The action features a squad of creators such as Vivi, j0a0zinh0, Lorena Rufino and Maria Clara Garcia who will enhance the conversation and use the filter on TikTok to further boost public engagement.
Furthermore, names like Esdras Saturnino, Nicole Balestro, Cris Marques, Enrico Timm, among others, will be part of the squad that will talk on Instagram about the benefits to help people make their Lolla.
Another novelty for this year is the partnership between the bank and McDonald’s, which came together to launch an action inspired by social media trends. During the activation, Bradesco customers who passed through the McDonald’s Drive-Thru on Avenida Ragheb Chohfi (RAG), in So Paulo, were surprised by the question “Discount on the Mqui app or a mysterious gift?”.
Those who opted for the discount were offered a promotion for 2 Big Mac McOfertas for R$55.90 on Drive do Mqui. Those who risked the ‘mysterious gift’ were awarded pairs of tickets to closely follow the festival’s attractions.
