The actions for Picadilly and Nivea are the ones that kick-started the project and debuted on TV Globo’s “Encontro” program.
Globo teamed up with advertisers and agencies to launch co-creation projects that connect the brands’ messages to the entertainment content made available by the broadcaster.
Inspired by reality shows, the actions for Picadilly and Nivea are what kicked off the project and debuted on TV Globo’s “Encontro” program.
In the case of Encoraja Piccadilly”, launched on April 27, the action consisted of a segment, which had four episodes, which valued female diversity by bringing three stylists from different creative strands in challenges of looks inspired by characters from soap operas in the Globo, having the brand’s shoes as a starting point.
The idea of the reality show is to reinforce the brand’s positioning of female encouragement, giving visibility to women entrepreneurs to present their work on national television, explained Segundo Gustavo Viana, CMO of Piccadilly. The action was part of the Conforto Encoraja campaign, and will also include deliveries and content actions focused on Mother’s Day in the Mais Voce and Caldeiro com Mion programs.
The Nivea Challenge, on the other hand, intends to help people who suffer from dark marks on their skin and, for four weeks, the painting will follow the story of a real woman who accepts the challenge of the brand’s influencer, Angélica Silva, to treat the marks on her face with the Luminous 630 facial serum.
As it is a live and daily program, we believe that the Meeting offers a valuable space for us to tell the real stories of our consumers and show the high performance of our products, with great transparency and credibility, said Rachid Antun, Grouper of Communication and Media Nivea Brasil. The episodes air weekly at Encontro, during the month of May, and premiered this Thursday (4).
The Brazilian deeply passionate about reality TV. We are approaching the genre in a new way, starting from co-creation with the brands and their agencies to develop frameworks that speak to the audience of the Meeting, generating a power of connection between the content and consumers. Our search for customized, innovative formats that combine the interests of the brands with those of the public and that are capable of attracting people’s attention, added Cludio Paim, director of Advertising Products in Canals at Globo.
