Produced by Corazon Filmes and with a jingle made by Lucha Libre, it draws parallels between BBB24 and the platform’s content
BETC Havas is presenting its first campaign for Kwai after becoming the agency responsible for the platform’s communication project for Big Brother Brasil 2024.
The play “Bom pra Kwai”, produced by Corazon Filmes, has a jingle created by Lucha Libre and brings a parallel between moments that happen in the program such as Xepa, the disputes and the wall, and the content present in Kwai.
“Creating a content strategy for a content leader like Kwai is a great challenge and also a gift. On all fronts we chose to work on our brand platform in a way that reflected the Brazilianness of the app, through a conversational hashtag. # BomPraKwai has been successfully embraced by the audience on the networks, transforming our challenge into incredible results”, said Daniela Lima, content director at BETC Havas.
The campaign concept will also be used in street carnivals in Rio de Janeiro, Salvador and São Paulo, through sponsorship of blocks and versions of the jingle.
“We believe in this brand platform as a great “icebreaker” to get closer to communities and open up the conversation. And BBB 24 is a perfect bridge to accelerate this process. An operation that requires us to have huge involvement and a lot of attention to detail , since everything said has the potential to generate content. And most importantly, it has been a great success for the brand”, added Andr Gomes, Vice President of Business at BETC Havas.
