Project uses Eletromdia's urban furniture and aims to expand conversations about the program's actions
Globo started a project that, for the first time, will deliver Big Brother Brasil to Eletromidia's street furniture. The premiere is being designed by Mercado Livre, one of the sponsors of the reality show.
In practice, the action will take communications focused on the fashion category to bus shelters in São Paulo, integrated with the messages that Mercado Livre works on in BBB's Almoo do Anjo.
“This project is completely aligned with a fundamental objective that guides all our strategies at Mercado Livre: improving the connection with our users. We are already a brand that is present daily in the homes of thousands of Brazilians, and the sponsorship of BBB 24 allows us to further strengthen this connection, expanding our presence not only in moments of entertainment, but also in the conversations generated”, said Iuri Maia, Head of Branding at Mercado Livre.
The project will also have developments on the stage of the 'Encontro' program, deliveries on Gshow and other digital spaces through Gama, in addition to conversations on social networks with a social media project developed by ViU.
“Adding the power of our multiplatform presence to the capillarity of OOH increases the reach and penetration of the brand's messages. A complementarity of contact points that makes communication part of people's routine, accompanying them throughout the day. was one of our great motivations for joining Eletromidia, whose portfolio is quite complementary to Globo's”, explained Manzar Feres, director of integrated advertising businesses at the broadcaster.
