In recent weeks, thousands of profiles associated with the Fortune Tiger gambling game, popularly known as Jogo do Tigrinho, have flooded the Instagram of many Brazilians. With this in mind, Grupo Tigre, a Brazilian multinational leader in solutions for civil construction, infrastructure and water care, launched a campaign on the social network to differentiate the brand Tigre of unwanted content.
Through a video in “recall” format, the campaign entitled ‘Tudo certo, tudo _’, developed by the Energy BBDO agency, aims to prevent users from silencing the name Tigre, confusing the brand with the profiles of spam. With a touch of humor, the video asks users not to unfairly silence the brand, recognized for the quality and reliability of its products, and for its irreverent and innovative campaigns for over 82 years.
“We know the concern that these games of chance can bring to people’s lives and we understand how the proliferation of these types of profiles spam cause discomfort for Instagram users. Therefore, we thought about protecting the integrity of our brand, ensuring a safer and more reliable environment for all our followers, in addition to investing in creative forms of communication that allow us to maintain our relationship with the public and ensure that Tigre continues to be synonymous with quality and trust”, explains Carla Fontão Gonçalves, Global Brand, Media and Intelligence Manager at Grupo Tigre.
In addition to showing the true essence of Tigre, the video aims to strengthen people’s engagement and raise awareness about the importance of distinguishing the brand from gambling-related content.
“As soon as we noticed a movement that could affect Tigre, we met with the client and came up with this creative solution,” says Alexandre Pagano, Executive Creative Director at Energy BBDO.
With this initiative, Tigre Group reinforces its commitment to maintaining transparency and proximity to its consumers, while continuing to lead the market with innovative and sustainable solutions. The ‘Tudo certo, tudo ___’ campaign has been live on Instagram since last Thursday (27), and you can check it out in full below.
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