)( Overview )
After stops in cities like Miami, Toronto, and Mexico City, On brought its signature nighttime relay, SquadRace, to Brazil for the first time, with ágora leading the local communications strategy.
Held on September 7th at São Paulo Expo, the event gathered 96 squads and over 1,500 runners. The challenge: introduce a new race format, grow brand awareness in a crowded market, and activate the local running community.
The race also marked the launch of On Brasil’s Instagram, adding a digital push to build a national audience from the ground up.
( Capabilities )
Creativity & Innovation
Strategic Communications
(01)
(06)
Challenge
In a market saturated with traditional street races and dominated by global players, our challenge was to introduce an entirely new race format to Brazil: a nighttime relay. We needed to position On—a brand still building awareness among Brazilian consumers—as an innovative player, while engaging press, influencers, and the running community around an unfamiliar concept.
Adding to the complexity, the event also marked the official launch of On Brasil’s Instagram profile. Until then, the brand had communicated only through global handles, so we also had to generate local digital buzz and attract a national audience to a brand-new platform, laying the foundation for long-term community building.
Our approach
We built a 360° communications strategy that combined PR, influencer engagement, and branded content to introduce SquadRace to Brazil and generate digital momentum around the launch of On’s local presence.
Alongside traditional PR efforts — press releases, interviews, and tailored pitches to key running and lifestyle media — we activated seven squads made up of media and influencers, equipping them with On gear to train and race. This created organic, experience-driven content and real-time conversation around the event.
To extend reach, we partnered with three content creators, each strategically selected to connect with a specific audience segment through branded content aligned with On’s positioning in Brazil.
Impact
On the day registrations opened, all 96 squad spots sold out in under 45 minutes. The event attracted an audience of over 1,500 spectators who came to watch the competition live. SquadRace was featured in major media outlets focused on the running scene, officially launched the @on.brasil Instagram profile in style, reaching 10k of followers in just 1 month, and secured wide-reaching, organic digital coverage. We had more than 55 minutes of branded content produced before, during, and after the event and a potential reach of 2.5 million people.
At a business level, we organically achieved:
17 high level profiles activated
55' of branded content
Potential reach of 2.5 M
10K followers in one month
Work Library
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Understanding that music is key to connecting with young audiences, Cabify linked its mobility service with urban culture through Spotify playlists curated by artists like Trueno, María Becerra, and Paulo Londra. This way, every ride could turn into an immersive experience: hopping into a Cabify, hearing that song you love, relaxing as you watch the city go by, and even sharing the moment on social media.
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This is the story of how quick thinking — and even quicker creativity — turned what could’ve been a brand snub into a viral win, with almost no media spend.
When a major TikTok influencer, Pugliato, blurred the Ramo logo in an unboxing video to avoid “giving free publicity,” the audience didn’t let it slide. Fans instantly recognized the brand and called him out. Instead of ignoring the moment, Ramo jumped in, hijacked the conversation, and turned it into unprecedented organic engagement — proving once again why it’s one of Colombia’s most iconic and loved brands.
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But in Argentina, that dynamic had faded over time. The category had become commoditized, with endless promotions, and brands shifted toward tactical messaging due to economic instability. Also Mostaza emerged as a strong competitor. Combined with high marketing budgets that didn’t match consumer spending power, Burger King had lost some of its irreverent edge and its challenger voice in communications.
Historically, Burger King played the role of the cheeky challenger to McDonald’s, a second-place contender that earned its spot by poking fun, stirring the pot, and boldly standing apart. With a distinct attitude and often superior quality, this rivalry captured the attention of marketing and advertising enthusiasts around the world.
But in Argentina, that dynamic had faded over time. The category had become commoditized, with endless promotions, and brands shifted toward tactical messaging due to economic instability. Also Mostaza emerged as a strong competitor. Combined with high marketing budgets that didn’t match consumer spending power, Burger King had lost some of its irreverent edge and its challenger voice in communications.
Told by
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