The challenge
99 wanted to close 2025 by strengthening its relationship with key journalists and media partners, thanking them for the year's partnership and reinforcing its position as a superapp that brings together mobility, payments and delivery. The challenge was to create a proprietary, striking and editorial event that conveyed the scale of the brand's ecosystem, generated relevant content for the press and offered an immersive experience in line with 99's narrative of innovation, data and urban impact.
The solution
Cuco Agency developed the EOY Press Event 99, a relationship and content event held on the rooftop of Instituto Tomie Ohtake, with a central narrative inspired by the SUPERCidade 99 concept: a city that is alive, connected and always in motion.
The project brought together immersive scenography, interactive activations, editorial content, a press trip and an artistic experience, creating a fluid journey for guests.
The experience included:
- An event for 80 guests, mostly journalists, with 99 executives and press trip guests
- Conceptual scenography, using the architecture of Tomie Ohtake as the stage for a broad reading of the concept, focused on activations and experiences
- An editorial plenary, with a talk by Ricardo Cappra on data, artificial intelligence and digital transformation, connecting content to 99's data-driven positioning
- Themed activations by vertical, translating the brand's pillars:
- 99Pay: a game inspired by Pac-Man, representing the break with traditional banks and the digital wallet as a simple, modern alternative
- Mobility: an immersive view of the map of São Paulo, with impact data such as completed rides and CO₂ saved
- 99Food: a final activation for collecting the press kit, simulating a real order in the app
- An experiential press kit, handed over as a "99Food delivery", with a custom kit including a polaroid of the guest, an Instax camera, cajuína and a thank-you card
- A structured press trip, with guests from outside São Paulo, including flights, accommodation, transfers by 99 vouchers and a welcome action at the hotels
- An artistic experience, with a pocket show by Zeca Baleiro and DJ Donna, balancing content, culture and celebration
The impact
80 guests, with a press trip for journalists from outside São Paulo.
