The Challenge
As the official sponsor of Carnival, Brahma understands that simply being part of the party’s visuals isn’t enough—it needs to create real value for consumers. That’s why, instead of relying solely on traditional media, we reimagined how we advertise in major Carnival cities. We brought the brand into the heart of the celebration by lowering rental prices in prime areas along the parade route, transforming balconies and windows into vibrant new media spaces. This innovative approach captured the attention of partygoers, tourists, performers, and even the property owners themselves, making Brahma an integral part of the Carnival experience.
The Solution
We collaborated with short-term rental platforms and property owners along Brazil's main Carnival routes in the five largest cities to offer a mutually beneficial solution. The concept was straightforward: Brahma would subsidize part of the rental cost in exchange for placing media on the windows and balconies of these properties. The savings were directly passed to guests, making their stay more affordable. This strategy increased our brand visibility in the most lively areas of the event, provided tangible benefits to partygoers through rental discounts, and secured partnerships with the season's most sought-after properties. All banners and advertising materials adhered strictly to each city’s regulations, fully complying with size restrictions and approved geolocation rules for outdoor media.
