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Concept
Heineken and JCDecaux teamed up to bring the Champions League final to the São Paulo metro.
The brand, which is the second-largest brewer in Brazil, tapped into Brazilians’ renowned passion for football and the sport’s place at the heart of the country’s national identity.
Heineken and JCDecaux built a 12m2 cube made up of four digital LED screens at the Paraíso station to livestream the Champions League final, among the most hotly anticipated football matches in the world.
Paraíso station, the intersection of two lines, is strategically located close to Paulista Avenue, South America’s biggest business hub, crossed by over 800,000 commuters every day.
Passers-by were able to check the latest score, socialise and sit around the digital cube, without missing out on this important game – which could have been an issue, due to the city’s long average commuting times.
Impact
Located on the station’s busiest concourse, this activation enabled football lovers to follow their favourite teams while en route to their final destinations and strengthened the association between the nation’s favourite sport and Heineken beer.