After the “Bom pra Kwai” campaign, developed by BETC HAVAS and presented by the brand during ‘Big Brother Brasil 24’, the two companies joined forces again, in another campaign, which is being presented during ‘Estrela da Casa’, a reality show on Globo. The short video app is a partner of the program and now consolidates the agreement with the agency, which is also involved in the brand activations for the reality show, in partnership and co-creation with Globo itself.
“We are extremely excited about continuing this partnership with Kwai. We believe that ‘Estrela da Casa’ is a new opportunity to strengthen the brand’s presence and continue innovating in the ways we connect with the public”, says Daniela Lima, Content Director at BETC HAVAS.
The campaign developed by the agency will have integrated activations on broadcast TV, digital channels and social media. The idea is to continue the work of bringing Kwai closer to the public’s daily lives and conversations in an authentic way. On the Kwai app, the public can follow information about the program, check out the profiles of the participants and have fun with memes created by users.
“The musical reality show is the second project we have carried out with Globo, an innovative format that is very appealing to Brazilians. Kwai intends to consolidate its presence in the digital entertainment scene as a leading platform, offering complementary content to all users and fans of reality shows, and the partnership with BETC in this campaign will be essential to achieving our goals”, says Claudine Bayma, CEO of Kwai Brasil.
To maximize the impact of the new campaign, BETC HAVAS set up a war room with more than 50 professionals to explore all creative and engagement opportunities.
Kwai’s debut on ‘Estrela da Casa’ took place on the 15th with the “Prova da Estrela”. During the dynamic, the participants had to collect stickers to complete the “Estrela da Casa sticker album” and, simultaneously, the audience at home had to complete missions in the app to win theirs and earn cash rewards.
“More than a test, we created an experience for the public and creators. We are very happy with the results and the innovation we brought”, highlights Daniel Schiavon, Executive Creative Director of BETC HAVAS.
The project also includes special activations during the show, ensuring that Kwai is present at important moments of the reality show, solidifying the connection with the audience. Special mention goes to the ‘Hitmaker Benefit’, which rewards the artist with the most played song of the week with a special moment. The first took place on the 19th, when Kwai provided an afternoon coffee with two guests in a special environment with the brand’s visual identity. There, the artist received an emotional video from his music producer, an important figure in his career, as well as a video from a creator who “hit on Kwai”, congratulating him. And he also used a cell phone provided to create exclusive content for the app.
The official short video partner’s actions in the program aim to show that Kwai is definitely the place where artists and communities meet.
