Created by Binder, the campaign includes a series of pieces broadcast on TV, electronic, digital and out-of-home media
Loterias Caixa presented a new campaign for Mega da Virada with a different and interactive proposal starring actor, comedian and presenter Paulo Vieira.
Created by Binder and produced by producers Piloto, Macaco Gordo, Lira Música and Sagaz Áudio, the action, under the motto ‘You can do everything’, explores the artist’s charisma and ability to improvise in a series of relaxed pieces and videos. By interacting with the public and leading fun experiences, he shows what is possible to do with so much money.
At the opening of the campaign, the artist ‘invades’ a lottery, surprising everyone and talking to the players, as well as taking the opportunity to place a bet.
Afterwards, Paulo is invited to live two experiences that show the taste of being a Mega da Virada millionaire: enjoying a day on board a luxury speedboat in a paradisiacal setting and speeding up a supercar on a race track. In both situations, the public can decide the ending of the story through social media. The campaign is completed by special videos about betting, the jackpot, the final stretch, Christmas and the end of the year, as well as stories and content produced in partnership with Paulo Vieira.
Paulo Vieira also took over the official posts of Loterias Caixa for a few days, sharing exclusive content from Mega da Virada and even changing the avatar of these profiles.
“By bringing Paulo Vieira as the star, we managed to combine his charisma and irreverence with an interactive proposal that mixes dream and humor. The idea is to show that, with such a grand prize, the possibilities are endless. This approach, with the public actively participating decisions, is what makes this campaign even more remarkable”, explains Glaucio Binder, CEO and founder of Binder.
The strategy includes advertising on TV, electronic, digital and out-of-home media.
