EDP encourages NOS Alive's public to adopt a tree | EDP Portugal

For the 9th consecutive year, EDP is present at NOS Alive, and this year will be differentiated by an awareness campaign for the reforestation of regions affected by the 2017 fires.

Following EDP's response in these regions, in particular through volunteer reforestation actions through which some 4,000 trees have already been planted, the brand intends to continue this commitment.

An EDP brigade will go through the festival looking for people who want to join this cause and adopt a tree. They can also participate in the volunteer reforestation action promoted by the company in partnership with Semente Association and Doctors of the World, which will take place in the last quarter of the year.

The team will be dressed accordingly, in an irreverent style so as not to go unnoticed by the festival's visitors. The concept was conceived by stylist Gabriela Pinheiro.

EDP will double the number of trees collected during the festival's three days and with this initiative reinforce one of the values of the brand: sustainability. This is already a guideline of EDP's strategy for music and sports events.

In the festivals' case, it is present in several actions, such as carbon footprint compensation and the partnership with uber, which gives EDP Comercial customers a €5 discount on trips to the festivals, using uberGREEN electric vehicle fleets.

At the top of EDP's stand at the festival there are also 12 solar panels, placed there to provide power to some of the brand's activations at this location. In one of these activations, people are challenged to sing and are able to earn one of the nine months of energy that will be offered during the festival's three days.

In the enclosure, visitors will be able to charge their mobile phones in one of EDP's innovative backpacks that will be circulating throughout the festival.

In keeping with the brand's strong commitment to the music sector, Rua EDP will once again become a must for visitors, after having been one of the public's highlights, as well as of the national and international press in recent years. The refurbishment of this 150-meter-long street, inspired by the Pombaline style, will include several elements of Portuguese culture, including the re-creation of Central Tejo and EDP's headquarters building. These two spaces will include a MAAT store, where articles from the museum's store will be available, including the new Paez allusive to MAAT. 

This bet, both in music and sports events, is a way for the brand to stay close to current and future customers, linking the sponsorship strategy to the group's business strategy.