Chile promoted itself as a winter destination at the iconic Ipanema Beach in Rio de Janeiro during the recent Copa América Brazil 2019 tournament. The brand activation surprised the passers-by for two days with a ski centre featuring an ice-bar, a winter-sports themed photo booth and even real snow.
This activation took place in the days preceding the Chile - Uruguay match held at the Maracanã Stadium. It is part of a larger campaign by Chile Travel (Sernatur) promoting Chile as a travel destination in both high and low season.
Our creative Brazilian team worked closely with the client to create, build and deliver an activation that perfectly matched the brand and delivered tangible results. This was the client’s first activation on a Brazilian beach, a setting that created a spectacular contrast to the winter them.
This contrast was also projected online by the participants themselves via the photo booth filled with winter sports clothes and props. Participants were able to instantly create fun “boomerang” animations and share them on their Instagram profiles using the #ChileUmNovoInverno (Chile a new winter) hashtag and tagging @chile.travel. Competitions were held both during the physical activation and online via social media posts, for the best creative phrases promoting Chile, with trips to the destination as top prizes.
The activation attracted more than 1.000 registered participants for over 20 hours. The impact went way beyond those participating in person and taking fun photos with the organic online estimated to be over 2 million people