The agency will be responsible for creating the stand and brand actions at the festival. BETC Havas will continue with the communication strategy
TIM announced the choice of Atenas.ag to be responsible for the brand’s activations for the next edition of Rock in Rio Brasil. After providing the first 5G experience at the festival in 2022, the brand is preparing possibilities for an even more technological and connected event.
The choice of Atenas.ag was taken into consideration due to the agency’s expertise in major music events. TIM and the agency have already formed a partnership at the Salvador Summer Festival, with a large two-story stand and the “5G karaoke” activation, in which the operator’s network connected people singing in one of the Ferris wheel’s cabins with a band at a distance.
“In the 2022 edition, we were the second most talked about brand on social media during the festival, we received more than 20 thousand people in our space. We have the challenge of impressing the public even more, adding technological developments made possible by the consolidation of 5G, as a reality increased, for example”, says Camila Ribeiro, communications and brand director at TIM.
The communication strategy will continue with BETC Havas, which has been TIM’s advertising agency for around eight years, and will be responsible for the key visual, publicity campaign and coverage on social media, including the team of influencers.
In addition to the stand and activations, TIM will sponsor, for the first time, one of the festival’s amusement park rides: Mega Download. The operator will also invest, once again, in broad network coverage to keep users fully connected. In 2022, TIM customers used 133 terabytes of data during the seven days of Rock in Rio Brasil.
The second wave of Rock in History activations has been launched and is part of the warm-up for the festival. The project is the first open-air interactive museum in the world, and was developed by TIM in partnership with Eletromidia and implemented by Context.
The initiative shows 40 stories in digital and interactive points spread across Rio de Janeiro. To participate, people need to point their cell phone camera at the QR Codes at Eletromidia’s facilities and moments will appear that recall milestones from Rock in Rio’s 40 years. At the end of the content display, a badge appears on the screen, in the shape of a pick. guitar, which must be collected to unlock stages and release rewards. The first 180 people to complete all 40 experiences will win pairs of festival tickets. TIM customers have advantages: they have a “wildcard” badge at each stage, allowing them to complete the cycle more quickly.
Furthermore, the brand has already launched other activations in this second wave, such as the Amazonia Live project in Lapa, the countdown to September 13th in Ipanema, the cube created to kick off the celebration of the festival’s 40th anniversary in Lagoa, the story that saved Rock in Rio, with the Passat of a group of friends who approached Roberto Medina on the street, in the Center, the giant portico that welcomes those arriving in Cidade do Rock, in Lapa, and the camps in the surroundings of the festival in 1985, also in Ipanema. Furthermore, the public will be able to learn about other stories from the festival, such as the robot Rob Master, who performed in 2015, in Gávea, discover curiosities from the Palco Mundo dressing rooms with a little help from technology, in Leblon and the Mega Download toy, such as symbol of the Rock in Rio Amusement Park, still in Ipanema.
