We reproduced below the material that appeared in the Advertising Window about our first campaign for Modal Media, launching the concept created by us of the Best in Rio in De Janeiro.

After all, in the lowlands and northern zone of Rio, it only gives modal. The OOH company Modal Media + Sign has a new campaign in the media and social networks, starting to present itself as the specialist in “De Janeiro”.

The idea is to show that many people talk about Rio, thinking only of the city. But there is a gigantic consumer market to be reached in the rest of the state, which the 11:21 agency, responsible for the concept and the new campaign, symbolized as this “De Janeiro”.

Daniel Penalva, Commercial Head of Modal, highlights that the the strong presence of Modal's assets on the bus stations in the metropolitan region of Rio, such as Caxias, Nova Iguaçu and Nilópolis, allowed the OOH company not to see a drop in results due to the pandemic. “The residents of the Baixada Fluminense, primarily from the CD classes, were unable to migrate to the home-office. They still make use of road transport. So much so that we have maintained our average of eight million monthly impacts with our panels ”, guarantees the executive.

Programmatic on the scene

The new campaign also takes advantage of the moment when Modal started to adopt programmatic media for its spaces. The company signed an agreement with the São Paulo company adMooH, specialized in the management of DOOH, the acronym adopted to identify external digital media. The objective, says Penalva, is to simplify the purchase of Modal assets by agencies and advertisers. “There is so much information from exhibition points at OOH that the planning activity of this media becomes extremely painful. With the programmatic, the agencies stop worrying about traditional formats such as defining fortnight and spaces, to buy volume of impacts and CPM, which the adMooH system guarantees to deliver to our assets ”, explained the Commercial Head of Modal.

The new pieces of Modal's campaign are also on its Facebook page.