Brand Tracker

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Portugal

The Youth Pass Validates You

Brand: Andante

Campaign: O Passe Valida-te

Source: https://www.imagensdemarca.pt/artigo/geracao-z-e-o-alvo-da-nova-campanha-do-andante-para-dar-a-conhecer-o-passe-jovem-gratuito/

Goal: To promote the free Passe Jovem for young people up to 23 years old

Claim: We know our destination. But how will the journey be?

Media: Digital channels, especially TikTok, social media, public transport operators

Summary: The campaign 'O Passe Valida-te' by the Transportes Metropolitanos do Porto aims to introduce the free Passe Jovem for individuals up to 23 years old in the Metropolitan Area of Porto. Launched during the back-to-school period, it targets Generation Z and encourages the idea of personal validation through the use of public transport, fostering themes of freedom and exploration. The campaign utilizes digital platforms and will feature content related to music, gaming, humor, and lifestyle, alongside participation from ambassadors and content creators.