The event aims to connect and inspire professionals in the area, recognizing campaigns that stood out for their originality and effectiveness. And Betano once again innovated, to the point of being awarded for its OOH campaign.
The award-winning case came to life on the streets of Rio de Janeiro, less than 24 hours before the Libertadores final, with the strategic partnership between Betano, Kallas Mídia OOH and Alob Sports.
The “Rio Tricolor” campaign transformed the city into a playing field, spreading hundreds of Fluminense shirts, sponsored by Betano at the time, across street signs.
The initiative used OOH media and QR codes, allowing fans to register check-ins at different points to participate in a competition.
"We are very happy with the award, which brought innovation, gamification and interactivity with fans. The campaign generated incredible engagement in the media, especially in digital media. The partnership with the club and the support of the agencies were fundamental to the achievement," highlights Betano.
"Winning this award reflects our ability to innovate in the use of out-of-home media, going beyond the traditional and creating interactive experiences that engage the public in a unique way. With the action, we showed how the OOH experience can be captivating by integrating technology and creativity to connect the brand directly with the public," says Rodrigo Kallas, CEO of Kallas Mídia OOH.
Audience rewarded
Gamification was the central point of the action, in which the 100 fans with the highest number of check-ins were rewarded with an exclusive kit, including an official game shirt. To increase the reach and engagement of fans, former player Washington "Coração Valente" and digital influencers participated in the campaign, making their presence felt at strategic points in the city.
“We are very happy to receive the award because the campaign was truly special for Alob Sports. Creative and disruptive, the campaign has the agency's DNA. Betano and Kallas bought into the idea immediately, and this was essential for us to develop the campaign in record time, running until the early hours of the morning,” said Bernardo Pontes, CEO of Alob.
The campaign's impact was reinforced by Kallas. The company reported that 61 of the 150 signs installed on the streets were transformed into souvenirs for fans, symbolizing the emotional and physical connection that the campaign managed to establish with the public.
Betano, one of the largest sports betting houses in Brazil, is a brand designed to offer excellent experiences through its platform, available on desktop, laptop, tablet, cell phone and Android app. It is operated by the Kaizen Gaming group, which is headquartered in Greece, has a presence in 17 countries and has been in the sports betting market for over ten years.
Betano was the first company to submit its license application to the Prizes and Betting Secretariat of the Ministry of Finance and is now awaiting approval to begin operating in the regulated Brazilian market, starting January 1, 2025.
In Brazil, it sponsors Atlético Mineiro and holds the naming rights for competitions such as the Brasileirão Betano and Copa Betano do Brasil. It is also present in Europe and South America, with Porto, Benfica and Sporting (Portugal), Aston Villa (England), Melgar (Peru), in the Torneo Betano and Copa Betano (Argentina), as well as teams in Greece, Cyprus, the Czech Republic and Romania. This year, it sponsored the Copa América and Euro2024.
Source: GMB
