One of the main telecommunications companies in Brazil,Hey sponsor of the 24th edition of Big Brother Brasil, reality show broadcast by Globo. With the mediation of Hubble, the head of the Dreamers Group dedicated to serving Oi, the brand closed a robust package of activations throughout the entire program. Furthermore, the company will count on NOW, a unit that is part of A-Lab, also part of the Dreamers Group, for monitoring and generating content in real time on BBB 24 and Convert, a company the Group specializes in Digital Business & Performance, in the campaign of media that will be about the program during the participants’ months of confinement.
In this hybrid collaboration, Hubble will guide the strategy and NOW will map the operation. To achieve this, a team of 30 professionals will be formed to transform the Oi office, in Ipanema, Rio de Janeiro (RJ), into a true “content room“, where strategies will be drawn up and executed and real-time operations will be commanded.
Among NOW’s activities are the provision of a dashboard open with constant monitoring of trends and conversations and producing reports to feed the Hubble team, who will use all these insights of data and behavior to drive the brand’s media strategy during the period.
Media activations will be split between Hubble and Convert. O hub dedicated to Oi’s service, will be responsible for promoting content real time and the most discussed topics on the program during the week, while Convert will adapt the creatives, working on digital advertising formats and advertising vehicles, ensuring a timeless presence for the brand over the months and attracting a new audience. The actions also include the presence of official Oi influencers, Whindersson Nunes and Paty Ramos, who are part of the campaign created by Hubble to publicize the program’s sponsorship.
During the course of reality show, Oi has 11 exclusive actions and another leader test fully sponsored by the brand, which was held this Sunday (21) and established singer Rodriguinho’s second leadership position. The company is also responsible for Cine BBB activations, an opportunity in which the campaign will include organic and paid content actions.
“The choice of Cine BBB was strategic for Oi. With a fiber internet delivery service among the best rated on the market, the brand is naturally connected with audiovisual entertainment, present in the lives of consumers through streaming platforms. streaming. This will be the first time that we will carry out a project of this magnitude, where we will focus all communication narratives on a single platform called Big Brother Brasil. This is because we believe in the ability to generate conversation through Oi Fibra, with the program’s extremely engaged audience. We prepared for three months for this unique moment in Brazilian entertainment, and we are really excited about the project. Oi enters 2024 with full strength in communications, showing the quality and experience of its fiber internet throughout Brazil”, says Lvia Marquez, Director of Communications and Media at Oi.
NOW will set up a flexible structure to follow and interact with conversations from Sunday to Sunday, in addition to the Cinema screening moments, when public conversations about the brand are expected to grow, as well as in the days following the show. At the same time, Hubble will promote the program’s real-time content and Convert will take advantage of the most engaged topics to take the brand to new audiences.
“We know that during a program like BBB, it is difficult to predict when or what type of topic may generate more discussion on the networks. Therefore, we are prepared to identify, enter and interact in all types of conversations, as long as they are aligned with Oi’s positioning and moment. This is our expertise“, highlights Renata Cruz, director of NOW.
By intelligently monitoring conversations around this topic and using artificial intelligence to facilitate the “clustering” of mentions, NOW will generate insights actionable resources for creatives to create content, while people are talking about everything to do with cinema, gamesfilms and series, interacting in a universe with high audience engagement.
“This is just the beginning of a successful collaboration between Oi, Hubble and NOW, which promises an even closer and more engaging experience between the BBB audience and the Oi brand. We invite the public to stay connected on the networks and engage with our content”, highlights Paula Fernandes, executive director of Hubble.
For Glucia Montanha, CEO of Convert, the arrival of Oi at BBB combines a quality brand with an audience-leading product at a legitimate moment of use.
“For the viewer, it will be 100 days, but for us, BBB already started well before the premiere, with lots of conversations, analysis and strategy definition. This is an important moment and a source of pride, because it unites a quality brand with a leading audience product in a legitimate moment of use. We will have the challenge of being part of the conversations and engaging the audience, and we are prepared for that. It’s a great opportunity for us to showcase nationally the products and services that Oi has invested in over the last year”, he comments.
BBB started its new season on January 8th, with Oi entering the scene on January 15th for BBB subscribers. pay per viewand on January 17th for the general public.
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