EDP will have a pregnant women area at Rock in Rio

Thursday 21, June 2018

The brand will also offer 12 months of free energy during the four-day event

In order to provide comfort to pregnant women who don't want to miss their favorite band's concert, and in connection with the brand's communication strategy, EDP has created an exclusive area in the company's Rock in Rio booth for this public.

This area will have a grandstand with an excellent view of the stage, where they will be able to comfortably watch the concerts.

Access is available on a first-come, first-served basis: the first ten pregnant women will be guaranteed a place and may bring a companion. The first three women will also be offered an on-the-spot photo shoot by a professional photographer. All will receive a gift package specifically designed for their well-being.

This initiative was planned in accordance with one of EDP's strategic axes, which is based on diversity and inclusion. And this is just one of the brand's many initiatives to provide festival-goers with different, innovative experiences as part of EDP's communication concept for music and sports.

'Powered by imagination' is the brand's motto, and it challenges all those present at these events to let their imagination run free, thus strengthening the brand's positioning as 'music's official energy'.

This year, EDP's area will once again surprise everyone. This 640sqm area invites the public to step into a world of awe and imagination where every nook and cranny offers a challenge to be overcome or an activity to be enjoyed.

Always in line with the brand's values, the EDP area is also environment-friendly. Previous years' structures have been reused, and the EDP booth is defined by green areas, natural light, and recycled materials.

Besides being a brand value, sustainability is also a strategic pillar for EDP, as reflected in the several festivals where the company has adopted measures to offset the CO2 emissions produced by its presence.

It will be impossible to walk past the EDP stand without feeling lured by the excitement and contagious energy in the air.

Visitors will be able to take part in various activities created especially for them.

The main 'activation' consists of challenging visitors to form a band and perform before an enthusiastic audience. EDP will offer a month of free energy to three participants, one for each day of the event. Overall, 12 months of free energy will be given away at Rock in Rio - part of the 33-month package to be offered at other festivals.

Using the power of imagination, the audience can also customize mobile covers and bags with their photos, using an airprinter.

And because social media are a big part of our daily lives, visitors can take stunning photos in a bathtub filled with rubber ducks or inside a ribbon tunnel - perfect for taking the best pics. The idea is that visitors will share their experiences on social media using #aenergiaoficialdamusica and identifying the company's Instagram profile: @edp.music.sports. And if they do it with a photo taken on the booth stage, they will also have the opportunity to win one of the four Marshall speakers that EDP will give away during Rock in Rio.

All this after a visit to the make-up station, where they will be bedecked with glitter and braids to look just like a rock star.

But a visit to the EDP areas wouldn't be complete without a peek at EDP Rock Street, where visitors will dance to the beat of African music. Bonga and Paulo Flores are just two of the artists lined up to perform on EDP Rock Street, where it will also be possible to enjoy street shows that embody the spirit of this continent.

EDP's focus on music and sports events is a way of establishing proximity with current and future customers by articulating its sponsorship and business strategies.

EDP will be present at the following music festivals:

NOS Primavera Sound - June 7-9

Rock in Rio - June 23, 24, 29 and 30

EDP Beach Party - June 29-30

Madrid Fado Festival - June 18-21

NOS Alive - July 12-14

Super Bock Super Rock - July 19-21

EDP Cool Jazz - July 11, 17, 18, 20, 26, 28, 31

Meo Sudoeste - August 7-11

EDP Vilar de Mouros - August 23-25