Integrated Marketing Campaign for Rock in Rio Music Festival

Since 2011, as the main sponsor of Rock in Rio music festival, Itaú didn't reach the goal as it was a complex project (festival relationship and brand striving with 10 others sponsors).

Develop trusted, relied-upon relationships with creative staff and effectively partner with them in the creative development process.

For the 2017 edition, I was the Head the project and manage a collaborative cross-functional squad (communications to operations). The mix of exploring all deliveries of the contract and developing detailed research of the festival's niche, we achieved a historical milestone, with the best brand result ever, proven by data research:

. Top of mind for the 1st time, with 96% of recall

. 5x more earned value in spontaneous media 

. Brand Engagement

. Top Brand Preference

. Improved online presence with 90% share of voice