It is with a freshly brewed coffee that Dona Lurdes welcomes Brazilians to her home once again. Success in the soap opera ‘Amor de Mãe’, she is back in an unprecedented action, co-created between Globo, DM9 and BV. For the first time, the character of a soap opera that is not being shown is the poster girl in a brand campaign. This is also the first creative project developed since the re-launch of the iconic agency in the Brazilian and global advertising market.
With the objective of showing how BV can make people’s financial lives easier, the customized and multiplatform project is composed of advertising films, which will be broadcast on TV Globo’s programming, and different pieces for the digital environment, including the social networks of the BV and the GShow. The campaign, set in a scenario that reproduces the character’s house, was launched on June 13, Monday, with a 30-second commercial in the break of the soap opera ‘Pantanal’.
“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”, explains the executive marketing manager of Banco BV, Mariana Arruda.
According to Viviane Ribeiro, Senior Manager of Advertising Product in Dramaturgy at Globo, the partnership reiterates the potential of the company’s assets, used in favor of the advertisers’ business strategy, in generating emotional connection between brands and people. “Emotion is a great catalyst for relationships. It envelops and approaches. We see this in practice, on a daily basis, by following how Globo’s stories, across all platforms, generate conversations between people. And 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 the emotion is transported to the campaign, enhancing the impact of the brand’s messages with the consumer”, he explains. Is it over there.
For Pipo Calazans, co-president and CEO of DM9, the campaign was born in synergy with the new agency, created to conceive ideas that become part of popular culture and that are capable of promoting memorable experiences through creativity, whatever the platform or the stage of people’s journey. “Globo’s soap operas have moved the country for many years with their stories and characters that connect with the heart of Brazilians. Bringing back an iconic figure who so embodies the soul of the nation, who works for its goals and is proud of its achievements, is a way for us to create a true and deep connection between BV and people. Dona Lurdes as the bank’s spokesperson highlights the ability of BV, a digital bank, to make the financial life of its customers more practical and light”, he points out.
Totally customized, the action had the involvement of different Globo teams, working together with the professionals of the agency and the advertiser. Among them, the author Manuela Dias, ensuring that the character’s speeches actually refer to the universe of the novel; the characterization, costumes and direction team of ‘Amor de Mãe’, to bring Dona Lourdes as fans know her; in addition, of course, to Globo’s Business teams, working together with BV and DM9 to understand how the action speaks to the brand’s business strategy.
Want to know more? Don’t forget to follow theADNEWSon social media and stay on top of everything!
The post Dona Lurdes is back in an unprecedented action by Banco BV and Globo appeared first on DNEWS.
