In yet another move to strengthen its connection with São Paulo residents, the Clear has just signed an agreement with ViaMobilidade Lines 8 and 9, to name a station on Line ‘9-Esmeralda’, which is neighboring the company’s headquarters in São Paulo, and is now called ‘Morumbi Claro’. The more than 19 thousand passengers who pass through the site daily will be able to enjoy a more sustainable and renovated station from now on.
The initiative is aligned with the brand’s purpose of being more sustainable every day, and brings Claro’s latest communication movement. The operator launched a new campaign that guides consumers’ moments of connection with what they love most. In this new phase, Claro’s “Sol” gains even more prominence. The campaign shows that with Claro people connect more with friends, family, work, the city, trips, leisure time, among many other passions.
“São Paulo carries a little of the whole of Brazil, welcomes and connects. For us, and together with so many new features, it makes perfect sense to present São Paulo residents with a renewed and more sustainable station, which is part of so many connections in the daily lives of those who use it. Throughout the year, we will carry out a series of activations to reinforce this bond with the population. These actions reinforce that we work for an increasingly stronger brand, a single Claro, a unique Claro”, says Ane Lopes, Director of Marketing, Branding and Communication at Claro.
The operator is investing in revitalizing the station’s internal and external environment, which has already received several improvements and will become part of the Trilhos Verdes project, an initiative by Eletromidia, the company responsible for the line’s advertising media, which it proposes to use in a conscious and optimized way. resources to reduce environmental impact and ensure a more pleasant journey for train users.
The project involves a thorough process of choosing materials and products, such as paints and detergents, so that they meet the purpose of reducing impact on the environment and includes aspects such as:
- Use of 100% clean energy from sustainable sources, with International Renewable Energy Certificate (I-REC), at the station;
- Revitalization of gardens;
- Installation of sustainable bins for selective collection;
- Installation of an electronic waste collection point (the collected material will be sent for recycling);
- Benches made from sustainable material and equipped with USB and USB-C ports for device chargers, for greater user convenience;
- External painting with sustainable paint, for less impact on the environment and reduction of CO² in the air;
- Carrying out cleaning and rust removal at various points; installation of a bike channel to promote urban mobility;
- Installation of an LED display and digital dashboard to convey informative messages to users;
- Garden and walkway lighting with LED lamps.
Furthermore, in the coming months, the station will receive a special paint job, with sustainable paint, and the implementation of Wetlands is planned, so that the water used in the bathroom sinks is filtered and reused for general cleaning of the Morumbi Claro station. This measure aims to reduce consumption and increase the efficiency of water resources.
“We are excited to celebrate this new strategic partnership with Claro. This agreement will offer a revitalized and more sustainable station to users, in addition to contributing to the development of urban infrastructures”, concludes Alexandre Guerrero, CEO of Eletromidia.
This Wednesday (1), the station had a day of activations programmed by Claro to celebrate this moment of connection with the population that will travel through the location, including the presence of a DJ, distribution of popcorn and interactive activities. The occasion marks Labor Day and also ‘Ayrton Senna Racing Day’, a street race that will take place at the Autódromo de Interlagos, sponsored by Claro.
Still in May, a temporary space will be opened, specially designed, so that users can take advantage of the free Wi-Fi, provided by FWA technology, to connect even more with everything they love, take photos on the Instagrammable panel and recharge their smartphones while taking a break from the hustle and bustle of everyday life.
The contract signed with ViaMobilidade, the concessionaire responsible for the operation and maintenance of the “8-Diamante” and “9-Esmeralda” lines of metropolitan trains in São Paulo, and with Eletromidia, lasts for 5 years.
Brands that have already adopted the naming rights strategy at stations
Paulista Pernambucanas
In 2023, Pernambucanas signed a naming rights agreement with the concessionaire ViaQuatro, valid for at least five years. The Paulista station on Line 4-Yellow, of the São Paulo metro, was named ‘Paulista Pernambucanas’.
The station exit is located next to the retailer’s headquarters, on Rua da Consolação. In addition to the change in name, the agreement also included changes in the station’s visual communication, such as new signage on signs and entrances, stickers on elevators and escalators, and changes to line maps.
Photo: Disclosure/ Pernambucanas
Carrão Assaí Atacadista
The first wholesale company in the country to sign its brand as the name of a Metro Station, in São Paulo, the Assaí Atacadista chain became part of the identity of Estação Carrão, in 2021. The station was renamed ‘Carrão Assaí Atacadista’ and was chosen by Assaí, because it was in Vila Carrão, in 1974, that the chain’s first store was opened, precisely on Rua Manilha, nº 42.
With a completely remodeled look, including the name and logo of Assaí Atacadista, the station won several activation actions to mark the change. Specific actions also reinforced the brand’s presence at the station: six Line 3-Red train cars were decaled, the facade, turnstiles and staircases highlighted the network’s brand and totems were installed with power points for cell phone charging. Furthermore, the identity is present in sound messages on trains when announcing the station; maps of the metro railway line and network; and on the Metrô website, social media and apps.
Photo: Disclosure/ Assaí Atacadista
Penha Besni
The Penha station was the third on the São Paulo Metro to be partially renamed by a consumer brand, in this case, Lojas Besni. The name of the clothing chain appeared on social media this Sunday, the 26th, in images showing the signs at the Line 3-Red station.
The São Paulo Metro Penha station will be called Penha Lojas Besni. The department store chain made the announcement on its social networks and signs have already started to be installed in several of the…
Under the agreement, the company will be able to name the station for the next ten years, at a cost of 100,000 per month.
Photo: Disclosure/Diários dos Trilhos
Ultrafarma Health
This time, the Saúde station, on the Blue Line, was named ‘Saúde Ultrafarma’. The pharmacy and medicine chain acquired the naming rights offered by Metrô Paulistano also in 2021, with the proposal to increase the transport company’s revenue through brand visibility and advertising.
The station was chosen due to its proximity to the first pharmacy unit of the Ultrafarma chain, installed in the Health region 22 years ago.
Ultrafarma replaced all visual communication at the Saúde-Ultrafarma station, associating the brand with the space. The new name was also present on sound warnings on trains and stations, on line maps of the subway network and on all digital platforms of the São Paulo subway.
Photo: Disclosure/Metrô CPTM
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