Telefonica Vivo is a brand deeply committed to diversity inside and outside the company walls. The brand always stands against racism and in favor of the inclusion of black people in different areas of society such as sports, arts, and production chain. Telefonica Vivo is also a sponsor of Lollapalooza, an event with an audience that reaches 2 million people, but which still has a mostly white attendance. As a sponsor, Telefonica Vivo is entitled to a quota of approximately 700 event tickets and two physical spaces in the event as well. The briefing asked that these assets should be used in favor of racial diversity and the objectives were very clear: whoever was attending the festival, live or from home, would need to perceive Vivo as a brand associated with diversity and effectively doing something to change the scenario of racial inequality in Brazil.

In Brazil, black owned brands have 32% less visibility than white owned ones. What if they could promote their work in the biggest music festival in Brazil alongside some of the biggest brands in the world? As sponsor of the event, Telefonica Vivo distributed all its tickets quota to black influencers so they could promote black owned brands by wearing clothes, accessories, jewerly and hairstyles. Influencers posted everything and sold a lot. We gave black entrepreneurs every media space we had on the festival, on paid TV, and on social media profiles. Using Instagram native tools like tag, colab posts and shopping button, also TikTok friends like Get Ready With Me, for example, our influencers hijacked Lollapalooza physical and online space to post more than 2k promos for 30 black owned brands.

Telefonica Vivo is one of Lollapalooza’s sponsor and to create a relevant connection with the public, it took the racial agenda to the event. But that wasn't enough. The idea was to fight a real problem and create an effective solution. Research has shown that even with 51% of entrepreneurs in the country being black, black entrepreneurs have 32% less visibility, and consequently less profit, than white ones. Therefore, our approach was to give light to the black, entrepreneurial, and talented collective, which is part of the backstage journey of all black people in Lollapalooza. From singers to influencers, no one arrived at the festival alone and everyone can bring someone else by wearing black brands’ clothes, make-up or accessories. Business 2 Black Business emphasizes the importance of collectiveness and shows this to a huge number of people by using all Telefonica Vivo medias in Lolla to promote black brands.

The campaign started a month before Lollapalooza through a spot featuring L7nnon aired on national tv, paid tv and sponsored in social media. The most played Brazilian artist on Spotify in 2022 took the stage promoting the work of black entrepreneurs. In addition to the film, social media posts announced the influencers who would be at Lollapalooza and the brands they would promote there, already offering the option to purchase the products. During Lollapalooza 3 days, we took the 700 black influencers to the festival wearing the black brands and posting all about it. In addition to the content generated for Telefonica Vivo's social profiles, the influencers also posted freely, and a lot, on their personal social networks. Also, every presenter hosting our merchandising on paid tv were wearing a black brand piece of clothing. Summering up, in every media touchpoint, we manage to promote a black brand.

The results were amazing. We’re proud to share that counting all the black business they achieved an average of 300% increase on sales, totalized 255k new followers. The campaign reach more than 20MM people with 90MM impressions and 79% of engagement rate on the black businesses content on Telefonica Vivo profile. The project was excellent for the black brands and helped Telefonica Vivo to increase some statistics as well: 93% of positive feedback, 83% of people associated Vivo with diversity and for the first time in the history of Lollapalooza sponsorship, Vivo became the #3 most recalled brand of the festival, overcoming brands such as Adidas, Red Bull, Samsung and Johnnie Walker.