The character ‘Têi ARS’ marks a turning point in the brand’s communication and highlights how technology can build genuine connections between the event and rental professionals.
In a pioneering initiative among events in the construction and equipment rental sector, the ANALOC Rental Show is introducing its new digital mascot to the market: Têi ARS, a character created with artificial intelligence that embodies the evolution of the brand’s communication with rental companies, exhibitors, and the industry as a whole.
Inspired by the daily world of machinery, teamwork, and applied technologies in construction, Têi ARS is more than a friendly figure. He is a true symbol of sharing—of equipment, tools, knowledge, and essential solutions for everyday operations—perfectly reflecting the ecosystem of equipment rental.
“The mascot brings together the ideas of presence, identity, and purpose that ANALOC Rental Show has been building over recent years to establish itself as the national reference event for the equipment, tools, and services rental sector,” explains Douglas Pereira, from Grupo LocadoresBR and director at Portfólio Rental.
According to Pereira, the creation of Têi ARS represents a humanization of the brand through a mascot with artificial intelligence, strategic language, and a visual identity aligned with the rental audience. “He is the spokesperson for the innovation delivered by the ANALOC Rental Show,” he adds.
A Mascot with Purpose
Têi ARS was developed using advanced AI and branding tools. His name plays on the Portuguese word “teia” (meaning “web”), referencing connection between people, companies, and opportunities, while also standing for Technology and Innovation—the core pillars of the ANALOC Rental Show. The acronym “ARS” is taken from the event’s own name.
The official debut of Têi ARS marks the beginning of a new phase in audience engagement, combining technical content, a modern visual language, and a multi-platform presence. The character will appear across social media, newsletters, podcasts, videos, and all of the show’s digital communications.
Humanizing with AI: A Trend Arriving in the Sector
For Reynaldo Fraiha, director of the ANALOC Rental Show, the event is at the forefront of a moment when digitalization and automation are becoming central themes in both construction and equipment rental. The creation of a realistic AI-based digital mascot shows that brand communication must also evolve.
“Têi ARS proves that investing in smart branding is not just cosmetic—it builds connection, differentiation, and identity. This applies to events, businesses, and the entire construction and rental ecosystem,” says Fraiha.
ANALOC Rental Show 2026 at Expo Center Norte in São Paulo
The mascot’s launch coincides with preparations for the next edition of the show, which will take place from March 11 to 13, 2026, at Expo Center Norte in São Paulo. After the success of the previous edition in Belo Horizonte, the move to Brazil’s largest city marks the ANALOC Rental Show’s consolidation as the national event for the rental industry—bringing together suppliers, rental companies of all sizes, technical professionals, and decision-makers from across the country.
With the slogan “Where Rental Makes Business Happen,” the upcoming edition promises even more exhibitors, technical content, and interactive experiences—plus, of course, the lively presence of Têi ARS.
About ANALOC Rental Show
ANALOC Rental Show is a national trade fair focused on the rental of machinery, tools, light equipment, and digital solutions for construction, maintenance, and services. With a strong focus on micro, small, and medium-sized rental companies, the event is now the leading fair in Brazil dedicated to compact equipment for construction, industrial and urban maintenance, events, and more. The 4th edition in São Paulo is expected to match—or even surpass—the success of previous editions.
The event is a result of a partnership between the Brazilian Association of Equipment Rental Unions and Associations (ANALOC) and Grupo LocadoresBR.
https://analocrentalshow.com.br
Instagram: @analocrentalshow
Press contacts:
Santelmo Camilo – (13) 98178-7338 – santelmo@timepress.com.br
Eliana Zani – (11) 99781-2402 – elianazaniomnipress@gmail.com
