The Élan Festival 2024 - Friends of the Market, held on September 3 and 4 at REAG Belas Artes in São Paulo, celebrates the best creative works in the advertising market. Among the winners, the case "Football Shirt," a partnership between Kallas Mídia OOH and Betano, was awarded in the Sports category, reaffirming the potential of out-of-home media as an engagement tool for a Brazilian passion, football.
The event aims to connect and inspire professionals in the field, recognizing campaigns that stood out for their originality and effectiveness. And Betano once again innovated, to the point of being awarded for its OOH campaign.
The awarded case came to life on the streets of Rio de Janeiro, less than 24 hours before the Libertadores final, with a strategic union between Betano, Kallas Mídia OOH, and Alob Sports.
The action "Rio Tricolor" transformed the city into a playing field, spreading hundreds of Fluminense shirts, sponsored by Betano at the time, across street nameplates.
The initiative made use of OOH media and QR codes, allowing fans to register check-ins at different points to participate in a competition.
"We are very happy with the award, which brought both innovation and gamification and interactivity with the fans. The campaign generated incredible engagement in the media, especially digitally. The partnership with the club and the support of the agencies were fundamental for the achievement", highlights Betano.
"The achievement of this award reflects our ability to innovate in the use of out-of-home media, going beyond the traditional and creating interactive experiences that engage the audience in a unique way. With the action, we showed how the OOH experience can be captivating by integrating technology and creativity to connect the brand directly with the audience", states Rodrigo Kallas, CEO of Kallas Mídia OOH.
Public rewarded
Gamification was the central point of the action, where the 100 fans with the highest number of check-ins were rewarded with an exclusive kit, including an official game shirt. To broaden the reach and engagement of the fans, former player Washington "Coração Valente" and digital influencers participated in the activation, marking their presence at strategic points in the city.
“We are very happy to receive the award because, really, the action was very special for Alob Sports. Creative and disruptive, the campaign has the DNA of the agency. Betano and Kallas immediately bought the idea, and this was fundamental for us to develop the action in record time, working overnight”, comments Bernardo Pontes, CEO of Alob.
The impact of the campaign was reinforced by Kallas. The company reported that 61 of the 150 plates installed in the streets turned into souvenirs for the fans, symbolizing the emotional and physical connection that the campaign managed to establish with the public.
Betano, one of the largest sports betting houses in Brazil, is a brand designed to offer excellent experiences through its platform, available on desktop, laptop, tablet, mobile phone, and Android app. It is operated by the Kaizen Gaming group, headquartered in Greece, present in 17 countries, and with more than ten years in the sports betting market.
Betano was the first company to submit its license application to the Secretariat of Prizes and Bets of the Ministry of Finance and now awaits approval to start operating in the regulated Brazilian market, starting January 1, 2025.
In Brazil, it sponsors Atlético Mineiro and holds the naming rights for competitions such as the Brasileirão Betano and Copa Betano do Brasil. Additionally, it is present in Europe and South America, with Porto, Benfica, and Sporting (Portugal), Aston Villa (England), Melgar (Peru), in the Torneo Betano and Copa Betano (Argentina), as well as teams in Greece, Cyprus, Czech Republic, and Romania. This year, it sponsored the Copa América and Euro2024.
Source: GMB
