RockinRio arrived in Portugal in 2004, after three successful Brazilian editions where it became a reference brand. More than a music festival, it’s a communication project, conceptualised to activate brands! Besides using music to link brands and targets, RockinRio endorses a social project “for a better world”, communicated as the festival's core value and signature. Its goodwill leverages communication impact, engaging brands, public opinion and consumers, reinforcing the emotional link to RockinRio and sponsors.Communication is thus equally balanced with the event itself, with all strategies communicating in a synergistic way, boosting global awareness of RockinRio, sponsors and media partners.

The campaign was phased in three thematic stages: Launch “I’ll Go”; follow-on “Party all day long”, showing diversity of attractions; and call-to-action “Ticket sale”, disclosing bands and agenda.

Sponsors and Media partners synchronised their efforts to boost global success. Main sponsors joined after stage 1: Millenniumbcp, Sagres and Vodafone announced their presence following launch campaign.Sequence followed till final call-to-action, examples being Smirnoff link to electronic music sponsoring electronic tent, Vodafone inviting clients to list “dream” bands and several other interactive campaigns with different involvement levels (ticket offers, etc).Massive PR, specially focusing on the social component, made its communication an unprecedented success.