A brand activation developed for Bradesco – Brazil’s third biggest bank – that took place at São Paulo’s Lollapalooza. We wanted to position the bank as a cool institution, in line with genZ concerns.
In 2024, Bradesco arrived at Lollapalooza for the first time as a master sponsor. After several editions of going unnoticed on the field among guests, it was very important to stand out and position itself among the Lolla audience as a bank that always puts its customers at the center, through experiences that establish an impactful connection between the brand and the public, transmitting values ??of innovation, technology and sustainability.
Before anything else, we needed to find a strategic path that connected Bradesco’s spirit and values with the Lollapalooza Festival. This path would guide all our initiatives within the festival. On one side, we had Bradesco, a bank focused on putting the customer first. On the other, Lollapalooza, a symbol of music, culture, and fun for Gen Z.
Gen Z is known for being demanding, seeking value and comfort. Festivals, however, are synonymous with struggles: getting there, entering, moving around, mud, rain, sun. In this scenario, how could Bradesco help Gen Z enjoy Lolla with less struggle? How to put the customer at the center and enhance the good side of Lolla? The first step is to stay hydrated.
We decided to sponsor 8 free water stations throughout Lollapalooza, offering an essential service that could make a real difference. Then, we integrated this story into our entire festival narrative: lawn space, Lollalounge, social media. A 360º strategy that refreshed over 200,000 people.
