The campaign, created by Ogilvy, features eight films that tell the stories of families that represent the different Brazilian identities.
Siga Antenado launched its new campaign entitled “Vizinho Antenado”. The play premiered simultaneously on TV, including on TV Globo’s Fantstico program, and on social networks this Sunday (9), with the aim of publicizing the program for replacing the satellite dishes with a new digital satellite dish.
Created by Ogilvy, the communication features a series of short films that tell the story of eight families that represent the diversity of Brazilian identity and who have already installed the kit free of charge with the company’s service, carried out by Siga Antenado.
“Developing a communication strategy to impact the lower-income population is a huge challenge. We need to listen carefully to what the public is saying and discover the best ways for our communication to approach and help mobilize it. ‘Vizinho Antenado’ campaign responds to our audience’s anxiety to recognize themselves on TV and social networks through real stories that resemble their own life stories”, said Patricia Abreu, communication director at Siga Antenado.
The brand’s approach to lower-income audiences takes place intensely in the TV programming transmitted to the parabolic stations, in radio, OOH, social billboards and all types of digital media.
“We know that access to information with image and sound quality makes a difference in people’s lives. But seeing this up close and being able to tell intimate and memorable stories throughout our country, showed us how TV, in fact, plays a fundamental role in the home of Brazilians,” added Danilo Dualiby, Ogilvy’s creative director.
