tagima rock in rio
The largest guitar manufacturer in Latin America. The biggest music festival in the world. And a brand that musicians didn't believe in yet.
THE CHALLENGE
Tagima is Brazil's largest guitar manufacturer by volume, but size and reputation are different things. Despite decades in the market, the brand had built its entire strategic positioning around distributors and store owners, not musicians.
To the people who actually played the instruments, Tagima was a budget option. Reliable, affordable, forgettable.
When Rock in Rio approached the company in 2024, requesting 100 customized guitars for their 40th-anniversary edition, most marketing teams would have said yes, delivered the guitars, and called it a successful sponsorship.
That wasn't enough.
THE approach
I was Tagima’s Head of Marketing, then, and I saw something different in the opportunity: not a delivery, but a platform. Over the course of the negotiations, a simple product order became a full strategic partnership, one built around a single insight: the only way to change how musicians feel about a brand is to put the instruments in their hands, on a stage, in front of an audience.
The partnership produced three interlocking elements:
An official Rock in Rio product line — a dedicated collection of instruments tied to the festival's 40th anniversary, transforming a one-time order into a branded commercial opportunity.
A permanent presence on the festival grounds — Tagima's official bus, loaded with a portfolio of instruments and a built-in test room, was parked with a dedicated stage in front of it throughout the festival.
A daily artist program — every day of the festival, a different independent artist was invited to perform on that stage. Not established names, but emerging musicians — people who were still building their careers, who would play on Tagima instruments in front of thousands of festival-goers, and who would leave with a direct, unmediated experience of the brand.
THE result
The activation generated significant brand awareness at one of the world's most visible music events. More importantly, it began shifting the perception that had held Tagima back for years: from a budget option to a brand that believed in musicians before they believed in themselves.
Before Rock in Rio 2024, Tagima was where you started.
After it, the conversation changed.
the campaign
A series of social media posts with Tagima’s most Rock n’ Roll artists (and who would be playing at the festival), showcasing the products
A carousel with the entire line, and a link directing the users to Tagima’s brand-new e-commerce website
giveaway
A campaign was launched where visitors could subscribe to a landing page for a chance to win a guitar. The goal was more than simple brand awareness, but also collecting information about how the audience was eager for the new products - something that helped the sales department when negotiating with dealers.
cast & crew
crew
Head of Marketing and Creative Direction: Felipe Escosteguy
Head of Sales: Leandro Campos
Head of Product Design: Marcio Zaganin
Photography: Henrique Melo
cast
Fernando Magalhães (Barão Vermelho)
Charles Gama (Black Pantera)
Rafael Brasil (Far From Alaska, Swave)
Edu Ardanuy (Sinistra)
Mari Lima (Duquesa)