Sports

Vivo activates Brazilian national team with “Relógio Canarinho” in real time and actions on the subway – Copa 2022

Vivo decided to activate the sponsorship of the Brazilian national team with an out-of-home (OOH) action on the most famous avenue in the country. The operator installed the “Relógio Canarinho” at the intersection of Avenida Paulista and Alameda Ministro Rocha Azevedo, in São Paulo (SP), and promises to commemorate the goals and victories of Tite’s team in real time.

The action features the national team mascot moving its arms up and down, as if cheering. In Brazil’s games at the World Cup in Qatar, when the team scores a goal or confirms a victory, Canarinho will change the movement to look like a celebration.

According to Vivo, the “Relógio Canarinho” will also inform the public with text when a goal is scored by Brazil, the final score of the game and when is the next match of the selection in the World Cup.

“We bet on yet another OOH impact action to expand our proximity to the public and strengthen the crowd in search of the six-year dream”, highlighted Marina Daineze, Vivo’s brand and communication director.

The initiative is a creation of the Galeria agency, through the Vitrine hub, the agency’s business center specialized in external media, in partnership with JC Decaux and scenographic and technological production by Bizsys.

The project was carved in a metallic skeleton that supports the scenographic, electronic and mechanical structure of the piece, and made in fiberglass with artistic painting. The mechanics and electronics were produced with the most modern technology on the market and the software has an algorithm that monitors information and results of the World Cup games, converting them into messages that are displayed in real time on a LED panel.

“With the ‘Relógio Canarinho’, we put Vivo in the World Cup atmosphere on one of the city’s busiest thoroughfares, and reinforced the brand as an official sponsor and supporter of the Brazilian national team. In addition to enabling innovative and interactive initiatives like this, OOH media includes the brand with relevance and entertainment when the public travels”, explained Paulo Ilha, Media Director at the Gallery. The initiative on Avenida Paulista is not Vivo’s only one.

Also in partnership with Galeria and JCDecaux, the operator now has dynamic delivery in which personalized messages with a good-humored tone and encouraging selection are broadcast in real time at various subway stations in the city of São Paulo (Linhas Blue, Red and Yellow), according to the events of the games in Brazil.

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