Special brings the best live marketing cases of 2024 created by the main agencies in the market; actions for Rock in Rio were highlighted
The live marketing market in Brazil has stood out in recent years, driven by the demand for authentic and interactive experiences. With digital transformation and consumers’ desire for more meaningful connections, agencies have strived to create activations that not only promote products but also engage audiences in emotional, memory-making narratives. With a constantly evolving scenario, agencies are increasingly integrating technology, sustainability, innovation, creativity and inclusion into their strategies.
Heloisa Santana, executive president of the Promotional Marketing Association (Ampro), shared that the live marketing sector generates around 25 million jobs, direct and indirect, representing an annual turnover of more than R$1 trillion, which corresponds to 4.5% of national GDP. Furthermore, according to the Marketing Compass study, around 40% of advertisers intend to invest in promotions, sponsorships, events and points of sale.
The AKM agency, under the leadership of Eduardo Andrade, stood out in 2024 with projects such as T&M for Bradesco Seguros, where a 3.5 meter LED sphere became the center of the immersive experience. Andrade explains that technology not only enriched experiences, but also optimized internal processes, ensuring quick and effective results. “Experience needs to be the focus, it’s not just about creative ideas, but about effective conversion”, he adds.
The partners of the Atenas agency, Denise Garrido and Quércia Andrade, also brought innovation to live marketing by signing the activations of six brands at Rock in Rio 2024. With 35 activations at the event, the agency stood out with the Heineken Power Station, a space that connected sustainability, technology and music. “Seeing this interaction on a large scale is gratifying and motivates us to continue innovating”, says Quércia. They see the future of the industry as hybrid, combining physical and digital experiences to create meaningful connections.
Read the full article in the issue of propmark October 14, 2024
