tdt country 2024
A music trade fair. A rodeo in the middle of São Paulo. And a 50% sales increase over a record-breaking previous year.
the CHALLENGE
TDT — Tagima's annual dealer and distributor trade fair — had just come off its best edition ever. The bar was already at its highest point. The brief for 2024 added another layer of difficulty: Tagima wanted to penetrate the Sertanejo market, the dominant genre of Brazilian popular music, a space almost entirely owned by their competitors. The strategic direction was clear. The execution was not.
A trade fair with a country theme could mean anything.
It needed to mean something specific.
the approach
The solution was a unified narrative that transformed the entire event into a single immersive environment: Country City — a fictional town where every exhibitor stand occupied a distinct location with its own identity. The barbershop. The saloon. The cowboy arena.
Tagima got the arena.
The centerpiece was a full rodeo experience, built around large-format LED screens playing custom-produced videos throughout the event. The content wasn't filler — it was designed to anchor the atmosphere, to make the arena feel like a destination rather than a stand, and to give Tagima's presence a scale that no competitor could match in the room.
The opening video — conceived as an intro to be played once at the start of each day — ended up being requested by the CEO every few hours. Not because of protocol, but because he wanted people to see it.
the result
TDT Country 2024 delivered 50% more sales than the previous year, which was itself the strongest edition in the event's history. In a market dominated by competitors, Tagima arrived with a narrative strong enough to own the room.
visual identity
opening film
Simulação do filme sendo exibido em três telas verticais (à esquerda) e ele sendo exibido em um telão (à direita)
Abaixo, o filme na íntegra
displays & totens
Simulation of the 43’’ LED displays, placed beside the product lines
Simulation of the larger LED screens that were playing promotional videos of the new product lines
social media
Before the fair, a massive digital campaign was launched.
Visitors would RSVP on a landing page, and a new, dedicated Instagram profile was created to reach the ideal B2B audience.
Before that, all past TDT communications were using the main Tagima accounts, which were reaching end consumers instead of store owners and dealers - the desired audience for TDT.
the event
The film below was produced by our partner at the event, Nobox, and it shows how massive it was