Chevrolet announces yet another partnership with Porta dos Fundos with the aim of expanding points of contact with the public, through new formats and languages at a time of high reach and brand exposure.
Launching this Saturday (2/11), the brand put on the street two productions in co-creation with the channel, with a strategy signed by Commonwealth//WMcCann, WMcCann’s division for exclusive service to Chevrolet.
The first of them brings the comedian Rafael Portugal in action in the #TEAMCHEVROLET promotion that starts on social networks, is taken to television and returns to networks with a lot of humor and brilliant insights. Diogo Defante, Rafael Portugal and Chevrolet start the conversation on social networks about the comedian’s arrival in the brand’s squad.
On the Big Brother Brasil break this Saturday, Rafael Portugal appears at his house, saying that he has returned to prime time TV and tells everyone that he will be on social networks, responding to anyone who posts the hashtag #TEAMCHEVROLET on Twitter. The action has more than 15 videos and 40 tweets answered in real time by the brand. Watch the TV movie here and access Chevrolet’s profile to check out the contents.
The second action, also in partnership with Porta dos Fundos, will be a series of contents that will strengthen the brand’s relationship with young people, the channel’s main target audience. Check out the first video:
Chris Rego, Executive Director of Marketing for GM in South America, says:
“The Chevrolet brand has been going through a series of transformations; today, products are increasingly efficient, more connected and more innovative, always in line with our consumers’ demands. The partnership with Porta dos Fundos celebrates this moment of total connection between the brand and our audience and the expansion of points of contact with all tribes and all ages.”
Eduardo Cabral, Planning Director at WMcCann, explains:
“Our challenge was to evolve Chevrolet’s communication with its consumers at a time of high reach for the brand. We understand this opportunity and see the partnership with Porta dos Fundos as strategic to leverage the conversation with the public with innovation and good humor.”
Both productions are directed by Ian SBF and the video series has a script signed by Kika Hamaoui, Ian SBF, Gregorio Duvivier and Gustavo Vilela, and with the full cast of the channel, the contents will be available on YouTube from Porta dos Fundos (@ portadosfundos), with developments for Chevrolet’s social networks (@chevroletbr).
For Ian SBF, one of the founding partners of Porta dos Fundos, the new partnership is the result of the brand’s relationship with the channel and comes to contribute to its success. He comments:
“In this partnership with Chevrolet, we had the pleasure of creating original content for the brand. The materials were built upon the creative potential of the Porta team, with the intention of reaching and expanding the Chevrolet audience. It was a lot of fun directing this campaign.”
This is the second time that Chevrolet and Porta dos Fundos have teamed up to produce a project that aims to generate original content in different formats and platforms.
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