Audience leader at seven o’clock, the telenovela ‘Vai Na Fé’, from TV Globo, gains a new character. Last Saturday (25), the plot signed by Rosane Svartman, brought the “Painel PJ”, Banco do Brasil’s exclusive platform, to the core that tells the exciting story of Sol (Sheron Menezzes), who sold takeaway meals in downtown Rio. de Janeiro to support his family until he decided to pursue his dream of an artistic career.
In the plot, with the help of his daughter Jeni (Bella Campos) and best friend Bruna (Carla Cristina), Sol will formalize the takeaway business after getting to know Banco do Brasil’s “Painel PJ” platform, which will help maintain the business running at full speed, while also dedicating herself to her dancing career.
The action that aired on Saturday also featured a special 30″ extended break in which Jeni presented the PJ panel to her mother (Sheron Menezzes) and grandmother (Elisa Lucinda). The idea is to offer the audience the opportunity to learn about the financial solution that helps micro and small entrepreneurs to organize the finances of their companies, offering solutions and products suitable for the business for free. The “Painel PJ” becomes the main character in insertions of Banco do Brasil merchans in the dramaturgy.
With the inserts, the brand takes the opportunity to generate new conversations and expand its audience. “Banco do Brasil comes from a brand movement that seeks to connect with new audiences, innovating in our way of communicating. This action is a great opportunity to enter the home of Brazilians offering solutions that can change the financial scenario”, explains Paula Sayão, director of marketing and communication at Banco do Brasil.
The actions, created in partnership with Globo and signed by WMcCann, are part of the Financial Reorganization campaign, recently launched by Banco do Brasil, whose main objective is to present practical, real and modern solutions for Brazilians to reorganize themselves financially.
Content Activations
To enhance the Financial Reorganization campaign, Banco do Brasil uses different formats to communicate its “My Finances” solutions, for individuals, and “PJ Panel”, for micro and small entrepreneurs. In addition to actions signed in partnership with TV Globo and actress Sheron Menezzes, the brand recently gained repercussions on social networks, with an action alongside comedian Thati Lopes, who brought exclusive campaign content to digital platforms, connecting the brand with the young audience.
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