The project’s actions were conceived by ViU Hub, Globo’s digital social media unit
Globo premiered the Novelei project, which aims to rescue people’s affective bond with Brazilian dramaturgy through humor.
The project has the support of the Claro and Coca-Cola brands, which mark their presence in the series in content actions.
Claro has its trademark in three of the novels recreated by Novelei: ‘Mulheres de Areia’, ‘Vale Tudo’ and ‘Senhora do Destino’. Coca-Cola is already present in ‘Laços de Família’, ‘Vamp’ and ‘Avenida Brasil’.
Among the possibilities for brands, reach formats on YouTube are foreseen, such as mastheads with sponsor activations for each episode released, advertising campaigns before each episode of the series and customized content shared by content creators on their social networks.
The actions were designed by ViU Hub, Globo’s digital social media unit, and the station’s linear channels will feature special calls, in addition to unprecedented content, such as behind the scenes and best moments of the series’ creative process on the subscription channels Multishow and Viva. .
