Cannes Lions
MPM PROPAGANDA, Sao Paulo / SULAMERICA SEGUROS / 2008
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Description
To give more in-loco brand presence in a different way to maximize the Bike Ways campaign concept, which is totally outdoors. SulAmérica donated more than 300 new parking lots for bicycles, stamped with their brand, to be installed along the 140km of bike ways in Rio de Janeiro, where the great majority are oceanfront.
Execution
Over than 300 new parking lots for bicycles where distributed along the bike way completely changing the oceanfront landscape in Rio de Janeiro. To improve visibility and make our strategy even more relevant we also created a special service for small repairs with 6 bike mechanicals riding along the bike way, using custom branded bicycles and uniforms.Events and bike rides are planned through the year, always with strong support of mass media to definitively associate SulAmérica’s insurance with this strategy.
Outcome
Countless insertions for free, delivering huge coverage in the top spot of Rio de Janeiro, approaching the whole city with this media, as going to the beach is Rio de Janeiro’s most popular activity.
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