Your Brand Becomes Real

Develop a new brand positioning for Ativa, replacing the company's 50th anniversary slogan with a message that reflected the role of Out-of-Home advertising in today's media landscape.

As digital channels become increasingly crowded, brands need more than visibility—they need credibility. We believed that being present in the physical world makes brands feel more real and trustworthy. To validate this hypothesis, we commissioned an independent market study to understand how people in Porto Alegre perceive Out-of-Home advertising and its influence on their decisions.

In partnership with CTX Research Institute, Ativa sponsored a study conducted in March 2026 with residents of Porto Alegre. The research measured how people interact with OOH advertising, its impact on brand trust, and how it influences online behavior and purchasing decisions. The findings became the foundation for Ativa's new brand positioning: "Your brand becomes real in the streets."

• 019 out of 10 people in Porto Alegre notice street advertising daily
• 0266.7% searched online for a product after seeing it on the street
• 0352.5% made a purchase influenced by an OOH campaign
• 0458.3% say street advertising increases their trust in brands
• 0572.5% believe brands need to be present on the streets and online

The study became the foundation for Ativa's new brand platform — "Your brand becomes real in the streets." — proving that Out-of-Home advertising drives search, purchase, and trust in an increasingly digital landscape.