Everyone knows or has heard of Big Fone, a connection that demands special tasks for the brothers confined in the most watched house in Brazil. Now, people will know the connection of iFood: Athena. BigiFoodcalling!. The company’s communication strategy has just entered a new phase, taking advantage of all the conversations around Big Fone during this edition of the reality show. To this end, the campaign created by DM9 presents the ‘Big iFood’film starring ex-BBBs to present the benefits offered to Club subscribersiFoodbenefits program of theiFood.
Our new campaign calls on consumers to learn about the benefits of the ClubiFood, our benefits program that offers five coupons of up to R$10.00 per month at any restaurant on the app and a two-month free trial for new subscribers. Our objective is to show that the iFoodcan be part of consumers’ routine through quality meals at affordable prices and the ClubiFood one of the great allies in this strategy, says Ana Claudia de Oliveira, head of Marketing at iFood.
In this new phase of the strategy, the film features three former BBB participants: Fiuk, Kerline and Fred Niccio in a dispute, just as happens when the big phone rings inside the house, to see who can answer the call for offers first.iFood. The main film presents the benefits of the ClubiFood, but the campaign also covers offers for the month of March in other creatives. Check out.
The campaign was for TV in the very first format, which happens when the break is glued to the schedule exactly on the day that the brand promoted its big party inside the house. Singer Wesley Safado was the main attraction of the event, which also included a menu of food and drinks designed for the brothers and a special list on the app so the audience could enjoy at home what the participants were eating at the party.
Big Brother in Brazil is a national passion. A simple touch from Big Fone can become a topic on social networks for days. And theiFood, as sponsor of the program, has taken advantage of its communication to also be part of this conversation. The new campaign is another opportunity to do this in a light, fun way and playing with reality codes, highlights Guzera, Executive Creative Director at DM9.
The film with the former BBBs, created and developed by DM9, connects with the company’s macro strategy, specifically with the umbrella of the brand’s sponsorship of BBB24 and other recent events, which uses the message ‘iFood Brazilian, Good and Cheap’. The communication strategy for Big iFood it also previews other films, including offers focused on consumer week.
Technical Sheet
Agncia: DM9
Campaign: BigiFood
Advertiser:iFood
CEO: Pipo Calazans
CCO: Icaro Doria
COO: Thomas Tagliaferro
CSO: Jader Crivelaro
VP of creation: Laura Esteves
Executive creative director: Guzera
Creative Director: Vincius Curi
Creation: Leonardo Konjedic and Pedro Velasquez
CBO: Michel Issa
Business Director: Heloisa Franco and Camilla Braga
Service: Caroline Poppi, Victhoria Azcuaga
Projects: Paula Lopes
VP of mdia: Renata Valio
Media: Gabriela Vechia, Bruno Simoes, Matheus Rocha, Vinicius Brito, Giuliana Pellegrini, Joao Amano and Jessica Gusman
PR: Renato Rogenski
Planning: Giovanni Pavan, Raphael Gumieri, Miguel Souza, Laura Orciuolo and Matheus Guidelle
Content: Gabriela Campagnucci, Eric Costa, Flora Camargo, Cinthia Luz, Nathalia Diniz and Matheus Frageri
Creative production: Anna Ferraz and Sthefany Nascimento
Client approval: Ana Gabriela Lopes, Ana Claudia Oliveira, Maria Claudia Lanam Vivian Jung, Marina Moreira and Renata Lemos
Film producer: Boiler Filmes
Directed by: Rica Sampaio
Executive producer: Juliana Martellotta
Head of service: Larissa Perrotta
Service: Amanda Arcaro, Jonas Monte and Maria Clara Gonalves
Head of production: Juliana Sigolo
Coordination team: Cynthia Gama, Cintia Varella and Marina Rohnik
Production director: Raphael Reitano and Frederico Guerini
1st Assistant Director: Karine Damiani
Director of photography: Fernando Bertolucci
Head of post-production and editing: Ricardo QuintelaEditing: Rodolpho Ponzio
Finishing: Rodrigo Azambuja, Renata Dalbem and Rafael Baro Finishing assistant: Jean Neto
Color grading: Acauan Pastore
Post-production: Plural Image and Sound / Cora Post
Audio producer: Blood Audio
Musical production: Otávio de Moraes
Sound design: Rafael Pacheco e Vitor Motter
Coordination: Dani Monaco
Service/executive production: Dani Monaco
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