Campaign also features an exclusive remix in partnership with rapper Hungary
With a focus on increasing the connection with the Generation Z consumer, Ovomaltine presents the “Mistura Crocante” campaign, which features branded content, guerrilla, activations and influencer marketing actions.
In its first stage, the initiative relied on a fine partnership between DJ Alok and rapper Hungary, who created new lyrics and remix of Pisando na Lua, released exclusively for the brand.
According to Cristina Carvalho, marketing director at Ovomaltine, the brand focuses on generation Z, but because it is beloved, it goes beyond generations, being consumed by all ages. We looked for a territory that reflected the brand’s purpose: to encourage people to transform the ordinary into extraordinary.
The territory selected to bring Mash-Up to light was electronic music, hence the choice of the artist, recognized for mixing electronic with different styles. The choice of Alok as a partner, as well as the entire 360 of the campaign, involving branded content, guerrilla, influencer marketing and activations in trade and shows, are part of the earned media strategy in partnership with CoCreators, an expert in Influence. explains Sibele Toledo, director of earned media at Content House, the brand’s strategic agency.
I had already worked with Hungary on a very strong song, with motivational, inspirational lyrics. Now the process is a little different because I remixed an already released song, with a new look, explains Alok.
I’m happy to be in another project with Alok. In music we have a very close partnership, and this was clear in this campaign we did for Ovaltine. These are mixes that work, and this is, without a doubt, another one of them, completes Rapper Hungary.
