Bob’s at Rock in Rio 2024:
and Prominence at Brazil’s
Biggest Music Festival
The goal was to strengthen Bob’s positioning as a key brand associated with Rock in Rio, solidifying its presence as an essential part of the festival. The 2024 campaign aimed to celebrate 40 years of Bob’s, Rock in Rio, and franchising in Brazil, through creative and memorable initiatives aligned with the brand’s core pillars: connection, innovation, and flavor. The overarching objective was to make Bob’s participation in the event the largest and most strategic in its history—going beyond consumption to deliver a full brand experience.
Strategy:
The campaign followed an Integrated Communication Strategy structured in three phases—pre-event, during the event, and post-event—to ensure Bob’s continuous presence at Rock in Rio. In the pre-event phase, the brand established an early positioning through planned content, interviews, Q&A materials, and press kit distribution. During the festival, actions included real-time activations, on-site team presence, multiplatform media coverage, and active engagement with the press. After the event, efforts focused on reinforcing results, evoking emotional connections, and producing institutional content.
Key actions included a proactive media agenda based on storytelling around the brand’s 40-year legacy, with consistent press outreach; sustained media engagement over six months through exclusive content and executive interviews; image management supported by a structured Q&A and pre-prepared sensitive notes; and a creative press kit featuring themed and symbolically valuable items. During the festival, strategic media advisories were sent out before and during the event, and Bob’s ensured multiplatform visibility across diverse channels targeting segmented audiences. An on-site team was available to provide media support, facilitate spontaneous activations, and manage live communications.
High-Impact Results:
The campaign delivered high-impact results, achieving massive and targeted media presence. Bob’s gained qualified exposure in leading entertainment, culture, lifestyle, and youth-focused outlets, including agenda-based and service coverage with a multiplatform approach. The brand also secured placements in media closely aligned with Gen Z, reinforcing its connection with the festival’s primary audience.
On social media, the strategy was precise, with content tailored for Instagram, TikTok, and YouTube, engaging creators and journalists with direct links to online communities. Organic content was generated from real experiences at the event, significantly boosting engagement and reach among young audiences.
In Rio de Janeiro, Bob’s received strong visibility with widespread coverage in major regional outlets such as O Globo, Veja Rio, and Extra, cementing its role as a leading brand at the Rock in Rio event in its host city. Additionally, 13 exclusive interviews with brand spokespeople helped reinforce the 40-year storytelling and ensured strategic delivery of key messages, emphasizing innovation, connection, and flavor.
The brand experience was memorable, with both on-site and digital activations receiving positive feedback from influencers and journalists, further enhancing Bob’s image as a brand that delivers experiences—not just products. Ultimately, the campaign strengthened Bob’s brand awareness and positioning, with the company increasingly recognized as youthful, innovative, and culturally connected. The alignment between its institutional messaging and public perception was evident in the spontaneous recognition it received from both media and social networks.
569
articles
R$ 12M
Financial Return
62M
Reach of people
