If you are at least thirty years old, you have certainly masterfully performed the Plantão da Globo jingle in your head, just by reading the title of this article. But what you probably haven’t realized yet is that it is increasingly rare to see this jingle actually being played in real life — and the reasons for this are varied.
The first one is quite obvious: we watch much less broadcast TV today than we did decades ago, when it was the only medium with video. The second one, as Sandra Annenberg pointed out in her recent interview with the Mamilos Café podcast, is the fact that we have 24-hour news channels on the air (GloboNews and CNN) to break the news. The third one – and the most important for our discussion – is that the internet has simply changed the pace of events.
More than that, the world wide web has transformed the way we connect with the world. And if the announcement of a new Pope or the start of a war struggle to earn a live broadcast on the country’s biggest channel, what can we say about the messages from brands we work with every day? We’re talking about the herculean task of getting (and keeping) the attention of our target audience while hundreds of other things are happening at the same time.
In such a competitive and fragmented scenario, there are only two ways to shine: either you have something new that no one else has or you have a powerful message.
Let’s face it, in 2024, having something unique is quite difficult; in fact, you may have something different, but it’s very likely that someone will copy it quickly. So, we’re left with the second part of the task, which is to develop a message with a reasoning that’s closer to unique — something truly proprietary.
After all, in times when we often focus on the number of followers and engagement, it is easy to fall into the trap of the story-like discourse: the kind that only lasts 24 hours. Communication is (and always has been) about consistency and long-lasting brand positioning, even if there are fewer campaign peaks than we had in the days of, get this!, the self-sufficiency of broadcast TV.
We need to think of the communication and messaging ecosystem no longer as a web of tools, but rather as a single home. From the “what” we can think about the “hows” and the “wheres” — considering that the famous always-on social media is growing in importance. We also need a clear vision of the times and movements of activations that can transform a series of emails or a live broadcast into incredible events.
The truth is that, unlike what happens at Globo, the chance of playing the newscast is now increased, not decreased. All you need is the right message, in the right medium and at the right time to, for at least a few seconds, capture the attention of the desired person with something much better than a war. Habemus anuncium!
*Article written by Henrique Rojas, Chief Strategy Officer (CSO) at Peppery, a Brivia_Group company / Cover photo: Disclosure/Globo
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