To launch Alok's audio brand in Brazil, we wanted to capitalize on the DJ's career biggest moment — the Concert of the Century at Brazil's iconic Copacabana Beach, a renowned global stage that has hosted legendary artists like the Rolling Stones, Madonna, and Paul McCartney. 

Since Alok's show sponsorship was already secured by other brands, we decided to take over everything else. We started by partnering with Multishow, one of the largest channels in the country, owned by Globo Network, to broadcast the event live to millions of viewers on TV.

The hosts were equipped with Alok's signature headphones, the same ones the DJ used on stage. Promotional opportunities allowed the audience to purchase the headphones at a 30% discount.

In sync with the live event, we launched a comprehensive paid media campaign that spanned social, digital, TV, out-of-home, and digital out-of-home platforms, ensuring a widespread and coordinated brand presence.

As a special treat, we surprised our dealers with a private performance of the world's 4th best DJ, giving them an unforgettable experience.

Over 400,000 headphones sold on launch day and over 8 million impressions within the first week, achieved through a multifaceted approach incorporating live broadcast sponsorship, paid media, experiential events, influencer collaborations, and PR