It’s not enough for Skol to be one of the best-selling beers in Brazil and responsible for many fun rolês with friends, it also has to connect with Brazilians in a unique way and full of good humor. And to keep this connection high, the beer that “goes down round” innovated once again and signed an unprecedented partnership with Kwai, app for creating and sharing short videos.
“We took a really cool step towards creativity. We understand where our consumer is and what kind of content they like to consume, and using this new format, we transform a functional brand campaign into entertainment. The partnership with Kwai allows us to show, in an engaging and fun way, how to dodge those beer inspectors who are very concerned about the pose, but, deep down, cannot resist the lightness of an ice cold Skolzinha”, says Fernanda Cousin, Skol’s Marketing Manager.
In the style of the TV soap operas that everyone knows and loves, the brand, in partnership with the GUT agency, developed a series of three episodes in the form of a mini soap opera, or TeleKwai, a mini drama program developed exclusively by Kwai, with a script starring influencer Markelly Oliveira, famous content creator on the platform.
The narrative praises, in a humorous way, the cry for freedom of those who love Brazil’s beloved beer: they want to continue being who they are, drinking what they like without worrying about “fads”, fighting to keep their moments of lightness with Skol, favorite beer at lunch time happy hourwhether at home, at the bar, at the barbecue or anywhere.
“The brand has to be consistent in its discourse, but also know how to speak the language of each channel. And there’s nothing better than creating for a network where language is fun. The objective was to create content with Skol’s face: that makes the day lighter”, say Diego Ferrite and Gabi Marcatto, Creative Directors at GUT São Paulo.
Light soap opera
The three amusing episodes of the mini-novela, produced by Endemol Shine Brasil with co-production by the content agency Renoir, were shown on the profile of the protagonist Markelly, on Kwai, and bring a dash of suspense and drama, which are part of the characteristics of a true dramaturgy.
“This is yet another episode of the incredible series of mini-novelas that we are producing for Kwai and which is being a success among the platform’s audience. It is a pleasure to have the partnership of great brands, such as Skol, who understand the importance of native digital formats and the power that this strategy has to reach different audiences”, says Leandro Fiamenghi, manager of Digital Operations at Endemol Shine Brasil.
The first episode has more than 5 million views on Kwai in just one week of airing. In the film, Markelly discovers a distorted reality, where fun is not allowed.
“TeleKwai represents a creative business format capable of adapting and scaling quickly. With a focus on dramaturgy and the Brazilian entertainment scene, this partnership between Kwai and Skol is a perfect union, where creativity and innovation meet. We are excited to bring a unique and captivating experience to the public”, comments Claudine Bayma, general director of Kwai Brasil.
Recently, Skol announced the ‘Cara da Leveza’ campaign, which values the transforming power that the brand has among people. Even in everyday perrengues, lightness takes over when there’s a Skol involved. The campaign also marks the return of the unforgettable signature ‘Desce Redondo’.
The Adnews team watched the mini-novela and loved the idea! Have you ever thought how boring a universe without ice cold Skol? Watch the three episodes on the influencer’s profile and discover the outcome of this story!
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