Project between BV, Globo and DM9 is the first in which an advertising action ‘rescues’ the character of a plot that is no longer on display
Dona Lurdes, played by actress Regina Cáse in the soap opera ‘Amor de Mãe’, returns in an initiative co-created between Globo, DM9 and BV. It is the first time in the network’s history that an advertising action ‘rescues’ a character from a plot that is no longer on air. It also marks the first project of the new DM9, recently introduced to the market.
In the action, aired this Monday (13) with a 30-second commercial in the range of ‘Pantanal’, the character appears in a scenario that reproduces her house in the soap opera and tells how the bank helps her to give that “relief” in everyday situations.
For the project, several teams were involved, including the author of the soap opera, Manuela Dias, so that the character’s speeches could dialogue with the universe of the plot, and also the team of characterization, costumes and direction of ‘Amor de Mãe’.
“The campaign shows how BV is a partner bank, which is present in people’s daily lives, either with solutions to help with the payment of bills at the end of the month or to make plans and achievements possible. All this in a way that brings more tranquility and lightness to financial life”, says Mariana Arruda, executive marketing manager at Banco BV.
Viviane Ribeiro, Senior Manager of Advertising Product in Dramaturgy at Globo says that the partnership shows the channel’s potential to connect stories and generate value and business for advertisers.
“Sharing our content creation and production know-how, co-creating each stage of this project with BV and DM9, was fundamental to ensure that all emotion is transported to the campaign, enhancing the impact of the brand’s messages with the consumer”, he explains. . The strategy also includes advertising films that will be aired in the station’s programming and pieces for digital.