Campaign won a Silver in the Product or Service Launch category and Bronze in Social Media Marketing at the awards
The third episode of the podcast series “Smarties: Effective Creativity and Business Impact” brought together Ana Verroni, director of marketing and insights at 99, and Michele Gruc, general director of strategy and data at CP+B.
In the conversation mediated by Vinícius Novaes, editor of propmarkthe executives spoke about the campaign “Launch 99 Moto – Dança da Motinha Remake”, awarded with Silver in the Product or Service Launch category and Bronze in Social Media Marketing at MMA Smarties Brasil 2023.
According to them, the campaign kicked off with an action led by Valesca Popozuda, who arrived at the traditional Vogue Ball wearing a 99 Moto, which later resulted in the video clip and the new version of the song that was a hit in the 2000s.
“We always really believed in the idea, we knew its potential from the beginning, but we were really surprised when we started to see the first results, the buzz,” Michele pointed out.
During the podcast, the executives also spoke about the importance of consistency in communication, which influences brand building in the medium and long term.
The series continues with VML and Kenvue on the 15th; RGA and LinkedIn on the 22nd; AlmapBBDO and Eletromidia on the 29th; Le Pub and Heineken on August 5th; and Druid and Samsung on the 12th.
