Transform Itaú’s presence as a sponsor of The Town 2023, the largest music and entertainment festival in São Paulo (Brazil), into a memorable experience and stand out among other participants.
In 2023, Itaú was one of the sponsors of the first edition of The Town, an event from the same creators of Rock in Rio, which in its debut has already become the largest music and entertainment festival in São Paulo – the biggest city in Latin America. Not having the master quota and alongside some of the main brands in Brazil, amid more than 200 activations, the bank’s objective was to maximize its presence at the event, generating memorable experiences that would reinforce its brand, Itaú’s connection with the world of music and entertainment, and providing memorable experiences for the audience. Among the main indicators measured were brand perception with The Town participants, conversations generated in the press and on social media, positive perception of the brand and its association with music after the event.
With different initiatives, the idea went beyond the brand impact, offering a series of democratic activities open to the public and others exclusive to the bank’s customers, arousing curiosity and desire. In a privileged location, Itaú’s space at The Town featured an eight-meter-high, 80 m² screen, which became an attraction itself. The installation became a strategic channel for creating connections and engagement with the public, as well as for creative executions. The environment became a hub for content and interactivity, displaying works of art, information about the event, options for direct connection with the audience and intelligent connection with the main attractions. Within the space, the in-house musical curation, the structure and attractions open to all, and the creation of an exclusive space generated both a very high level of visitation and engagement as well as curiosity and desire.
