GMB – As an introduction to our readers, tell us about Itabus?
Alessandra Scivoletto – With more than 19 years, we are the leading company in the field of bus media in Rio de Janeiro and one of the largest in Brazil, with extensive expertise in the moving advertising segment. We always seek through our OOH (Out of Home) media solutions to boost brands in an innovative and differentiated way. In addition, we develop special projects where the sky is the limit for creativity, with an itinerary chosen by the client, carrying out actions to not only impact the target audience anywhere, but also provide an experience from start to finish.
One of Itabus' specialties is media on buses and bookmakers are adopting many of these solutions. Why are they focusing on this type of action?
We believe that the betting segment has actually been “surfing the wave” and accompanying the movement of the great digital platforms such as Google itself, which recently also carried out its campaign with us to publicize its digital wallet, GPay, which, more and more, have been seeking pulverize and propagate its brand beyond its universe. More than placing bets through the website and apps, it is being present in the daily lives of its users, and the media on buses is perfect for this strategy of integrating the online with the offline environment.
How do you design a campaign?
Our focus is always on meeting the needs of our partners and achieving the ultimate goal of their campaign before running. After this process, we develop all the media planning and mapping of the regions in a completely personalized way, in order to guarantee a greater reach of the desired public.
Is it a medium of great commercial impact? How is it possible to measure the reach of a bus campaign?
Yes. We invest in market research and present strategic insights for our clients' campaign planning. According to surveys, 4,816,000 million people viewed media on buses/collectives-outside in the last 30 days among the inhabitants of Rio de Janeiro.
What are the possible areas for campaigns?
Our OOH media solutions are:
* Busdoor - our “flagship”, occupies part of the back window of the bus, being ideal for disseminating quick and impactful messages to pedestrians and drivers.
* Max Busdoor - occupies the entire external part of the rear window of the bus, allowing advertising to contain more information.
* Backbus - has an area seven times larger than the traditional Busdoor, ideal for brands seeking more space and prominence on the streets;
* Enveloped - it's the real panel on wheels, there are more than 100 m² of exclusive advertising for the brand circulating around the city.
* Backseat - is the media located inside the bus, ideal for impacting passengers during their journey, giving them more time to analyze all the advertising content.
Is it a media that caters to different sizes of companies? Are there options for small bookmakers with adequate returns?
Yes. Bus media is suitable for all companies that want to assertively reach their audience on the streets. We deliver a strategic plan for each campaign according to the client's media demand, always analyzing the segment, budget and target.
Could you name some OOH media success stories you’ve done for bookmakers?
There are several interesting cases, both for sports betting houses and for other segments. Among bookmakers, we can mention PixBet, where we show the differential of having the fastest withdrawal.
The Esportiva.bet campaign featured 3 different media formats with complete coverage in all regions of Rio de Janeiro.
To further publicize Betino's platform and increase the number of bets on the site, we used high-impact media not only in Rio de Janeiro, but also in Baixada and Leste Fluminense. In addition, we carried out a campaign with 3 media formats in all regions of Rio de Janeiro.
And more recently, I can highlight two particular cases of enormous relevance and success:
* Betnacional+Tardezinha
We carry out the real “Esquenta Tardezinha” through a double deck bus in order to provide a unique experience for influencers of the Betnacional brand to the place of the event “Tardezinha”.
The upper part of the bus was transformed into a personalized lounge with live and exclusive samba music, brand jingle, promoters in uniform, in addition to distribution of Mate and Biscoito Globo for the guests, the true face of the carioca.
* Carreata Aposta Ganha
The campaign consisted of a motorcade of buses fully enveloped and coated with LED, which toured the main streets of the municipality of Rio de Janeiro, during the final of the Campeonato Carioca, the famous classic between Flamengo and Fluminense. With more than 60 meters of media, the action became a real panel on wheels, ensuring even more brand reinforcement.
Itabus is located in Rio de Janeiro. Are the campaigns restricted to Rio or can you run campaigns in all Brazilian capitals?
Our campaigns are not restricted to Rio. We have media management at a national level, operating in 26 cities across Brazil with our own squares also in São Paulo and Goiânia.
Source: Exclusive GMB
