Banks and financial institutions have carried out the care of the millionaire in recent years to promote the performances of international artists in Brazil. after Taylor Swift E MadonnaSinger and actress lady gaga He came to the country to make The largest professional offerWith the audience of 1.6 million at the Cobacabana Beach, according to the city of Rio.
The bank movement is not a new thing, according to the experts who consulted by CNN. However, the institutions have increased the distinctive symbols in music partnerships as a way to attract a new audience and enhance the spread of the brand.
“When you face an unforgettable experience, you create memories, and every brand lives on creating memories. The effect you should go to the Madonna Gallery, Lady Gaga or Taylor Swift is much stronger than seeing a TV advertisement,” explained Marcus Bedndo, the professor of brand and marketing at ESPM.
The Ball of Time, The Lady Gaga Show this Saturday (3) in Rio de Janeiro, already starts Enhance Tourism and filling hotels in the country’s capital. The event is promoted, free for the public, in partnership with Santander.
He has CNNCMO, Guilherme Bernardes, confirmed that the bank has been set to provide solutions that exceed financial services.
“This project is seeking to create an emotional communication, which enhances Santander’s proximity to a diverse and emotional audience. Today, it is necessary to be present in people’s daily lives to emerge from other brands,” Bernards said.
Santander Brazil CMO also said that supporting this type of events ends up generating direct business to the bank.
“For example, in pre -sale ticket times for the offers you sponsor, we have a 35 % increase in stimulating cards compared to other periods of the year.”
In 2024, it turned out that a free display formula on Copacabana beach is coming to the Brazilian stages. the Itaú The main sponsor of the Bob de Diga exhibition was in the country, which was the closure of the “celebration” tour and attracted more than a million people, according to the Rio de Janeiro city hall.
A year ago, C6 Bank He partnership with the offers of Taylor Swift singer The Eraas Tour Tour. The bank’s customers were able to purchase direct tickets through exclusive sale, and the waiting line exceeded one million before opening tickets.
Alexandra Al, head of marketing C6, said, said CNN The brand linking music is an important part of the bank’s marketing strategy, which established a festival in 2023, C6 FEST, which was held annually in May in Sao Paulo.
“The results obtained from the sponsorship of the Taylor Swift exhibition were very positive, including increasing the number of customers. Including the bank’s name in music events – as well as fashion, art and lifesty consciousness From the brand, the pain said.
This makes the C6 bank well known between a harmonious audience and TrendSetter“He is the first to appreciate the innovations offered by the brand,” he added.
