Called ‘Point to your business’, the project wants to benefit 400 local business customers
Santander will transform 100 bus stops in Capão Redondo, in the south of São Paulo, into OOH panels that will display – free of charge, according to the bank – business advertisements by local entrepreneurs who are clients of the institution. For this, the bank will renovate the seats, lighting, seats, shelter from the rain, in addition to improving communication with information from the bus lines.
The project, called “Point to your business”, was created in partnership with the Streetwise agency, and is scheduled to last 18 months. The proposal is that 400 customers have their trade exposed in the action.
The new equipment originated from the renovation of 100 bus stops already used in the central areas of the city and which would be replaced by stops that have LED screens and a new layout.
With this action, Santander says that it avoids the disposal of all this infrastructure and will reuse these points, which have coverage against rain, lighting and information on schedules and routes of the bus lines that serve the region.
“The project decentralizes the presence of OOH points, available mostly in downtown São Paulo, and brings a more complete structure to the bus stops in the region. In other words, in addition to creating opportunities for local entrepreneurs, providing a free space for advertisements, we will also contribute to the comfort and safety of the population that uses public transport”, says Igor Puga, marketing and brand director at Santander.