Casas Bahia will bring to the soap opera ‘Um Lugar ao Sol’ an action that will mix fiction and reality. That’s because, in this Tuesday’s (21st) chapter, the character Noca, played by Marieta Severo, needs some new items and chooses to buy them through the Casas Bahia app.
During the delivery of parts, the Reviva logistics program takes center stage. Just like in real life, Casas Bahia couriers take the packages and they are sent to recycling centers.
In addition to the insertion during the telenovela, Casas Bahia will also have a break contextualized in the commercials, in which the characters interact with CB, the brand’s brand persona.
The action was created by Via’s marketing team in partnership with VMLY&R and Globo.
“The content partnership between Casas Bahia and Globo allows Via to present to the public the innovations we bring to retail, bringing viewers and customers closer to our brand”, explains Ilca Sierra, Via’s Chief Experience Marketing Officer.
