Partnership between NEOOH, Admooh and Google, through DV360, enables personalized message on the stadium’s 360º LED
Americanas promoted a programmatic advertising activation in a game between São Paulo Futebol Clube and Flamengo, at MorumBIS, marking the debut of this type of action in football stadiums in Brazil.
The brand invested in the broadcasting of contextualized messages during the game, such as “Ah, it’s chocolate! Ah, it’s chocolate! It’s available at Americanas!”.
“This activation is a great opportunity for us to connect with millions of Brazilians. We want to create emotional and memorable connections with our audience, engaging our clients with a unique and interactive experience that opens the programmatic media season in the space that is a national passion,” said Washington Theotonio, CMO of Americanas.
The initiative was carried out through Google’s Display&Video 360 (DV360) platform, with NEOOH as the project’s director and Admooh as the producer. During the game’s 90 minutes and extra time, the 360º LED ring broadcast the content and ensured full exposure to football fans and the audience watching the television broadcast of the sporting event.
“With this DOOH format, we were able to strengthen the brand’s visibility and demonstrate the potential of programmatic advertising in public environments, such as a large football stadium. It is a campaign that redefines the way brands can communicate with people at live events, exploring football culture and impacting fans’ emotions”, says Gustavo Silva, CSO at NEOOH.
The strategy unified, in the same campaign, pieces on portals, media on Connected TV, DOOH, YouTube, Display, Video and Audio Ads. “We bet on unification to ensure greater efficiency in purchasing, an integrated communication strategy and the brand being present at different moments in the consumer’s journey, delivering the right message, in the right context for them”, says Breno Barcelos, DV360 product leader at Google Brazil.
