Passei Direto, a UOL EdTech brand, has teamed up with two members of the É o Tchan! group in a new campaign that aims to reinforce the company’s presence in all stages of a student’s life, from undergraduate to graduate and public exams. Starring Washington Luiz Silva, better known as Compadre Washington, and Sheila Mello, the campaign debuts today on the company’s social media.
This year, the brand conducted a proprietary study that highlighted the need to strengthen perception among users, emphasizing its presence in all study moments. To reinforce this perception, in addition to the partnership with two members of the group É o Tchan!, who recreated the famous ‘Dança da Cordinha’ in a context aligned with the company’s universe, whose slogan is ‘Whoever passes, studies here’, the brand also developed a work with digital influencers.
“Our branding-focused campaign celebrates our users’ learning journey and connects us with our audience in an authentic and relevant way. We want Passei Direto to be the first brand that students think of when they think about their personal and academic development. To achieve this, we teamed up with two members of an iconic musical group, known by several generations and which continues to go viral on social media. In addition, we are counting on the audience of digital influencers, who are strategic players in connecting even more with our audience,” says Carolina Gatti, Marketing Director at UOL EdTech.
The video shows three different scenarios that allude to the celebrations after passing a college exam, a final project, or a public exam. When the main character celebrates by shouting “I Passed, I Passed Directly,” the duo enters dancing and singing the hit song. The choice of song was a perfect strategy to achieve Passei Direto’s goals, as it allows the brand to connect with both the 40+ audience, who are looking for public exams or postgraduate courses, and with the younger audience, who use the platform to carry out academic tasks.
The project will have a strong presence in digital media, including a creative and impactful strategy, which will involve a series of videos on Instagram, TikTok and stories from major influencers such as Larissa Gloor, Matheus MoriMura, Carol Mendonça, Thiago Gomide and Mari Krüger. In addition to several series of activations on social media.
