The campaign, created by VMLY&R, features the app’s own content creators sending messages of encouragement to the team.
Kwai, official sponsor of the Brazilian soccer teams, invited former midfielder Formiga to star in its new campaign for this year’s World Cup.
Created by VMLY&R, the campaign is a manifesto to encourage the Brazilian fans to support the Seleo canarinhos. In the play, the app’s content creators send messages of encouragement to the team.
The choice for Formiga was due to his career in the sport, which began when he was 12 years old. The player was twice Olympic runner-up and once world runner-up in women’s soccer, in addition to being the only athlete in the world to have participated in 7 World Cups and 7 editions of the Olympic Games.
“This campaign reinforces Kwai’s emotional bond with Brazilians and is part of the strategy we created to promote our growth in Brazil and our positioning as an entertainment and information platform. In this campaign we are concerned with having men’s, women’s and grassroots, because we believe in sport as a transforming agent for the individual and society”, said Claudine Bayma, Marketing and Branding director at Kwai Brasil.
The digital campaign on websites and portals started last Monday (12th) and from this Monday (19th) will be expanded with exhibition on open and closed TV and social networks.
The campaign has an energetic, dynamic and optimistic format, stimulating the Selection through a positive message that has a strategic objective to show consumers that the platform offers differentiated content and that being within Kwai is very relevant. As it is the World Cup year, the campaign gains relevance and reach, generating more identification and helping us to build a reputation for Kwai, added Guilherme Ach, creative director at VMLY&R.
