how activations are created in BBB 22

Actions are thought about a concept, always defined at the beginning of every season, says Rodrigo Dourado, artistic director of the reality show.

Big Brother Brasil is no longer just an entertainment program and has become a great showcase for brands. This year, in total, three sponsorship quotas – Big, Camarote and Brother – offer advertisers a wealth of possibilities to connect with the public.

But how are exams and parties designed?

BBB’s artistic director, Rodrigo Dourado says that, in the planning of the season, the entire concept of the edition is created and, later, the opportunities for the advertising brands are mapped.

“The BBB, with its multi-screen universe, is fertile ground for brands. We offer a different exposure, which generates entertainment and engagement”, said the director, in an interview with PROPMARK.

Eduardo Becker, director of advertising products in channels at Globo, explained that as soon as the advertisers close the project, the briefing meetings begin so that everything is aligned before the program starts.

“This is how we were able to think about the best way to contextualize the messages of each advertiser to the moments and dynamics of the program”, explained Becker.

Recently, a survey carried out by Stilingue showed that, among all the actions that take place in the program, the tests are the ones that most generated conversations among internet users, especially the one that defines the leader of the week.

According to the program’s artistic director, the ideas for the proofs are born at least three months before the premiere.

“For the tests, we created a kind of ‘menu’, which works as an instrument for researching dynamics, concepts, various types of tests. After the client’s briefing and better understanding the demands and desires, we returned to this base, seeking the idea that best fits what the client needs. From there, joint action with the partner begins, when we define together how the final format will be based on this scope that we have planned”, explained Dourado.

The parties have also become a great opportunity for brands to be able to talk to the public, so much so that in the second month of the program, the number of sponsored parties doubled.

“The big parties with the participation of brands are also thought by the team since before the beginning of the season, at least two months before the debut. The construction of the concepts and the decision of the attractions that we will have in each party happens with the junction of what the brand wants to communicate and what is interesting for the program to offer as content”, concluded the artistic director.

And the brands?

Knowing this, how will the brands that sponsor Big Brother Brazil think about the actions they will take and prepare to have their names stamped on Globo’s prime-time program?

According to Flavia Mussalem, director of brand & product marketing at QuintoAndar, the Globo team suggests some of the actions that take place in the program.

“As the broadcaster knows the program’s dynamics very well, in some cases, Globo’s creative team is the one who suggests the actions, in others, we bring a cool idea that is capable of connecting a message to the brand”, said Flavia, who he added by explaining that the tests are approved in advance, so they can be tested and guarantee the safety of the participants.

99 is responsible for Lunch of the Angel, which takes place every Sunday. According to Juliana Biasi, the company’s marketing director, the actions’ strategy was structured in a way that spoke to the program’s members and audience in a robust and, at the same time, flexible format.

“The reality show is very dynamic and acting otherwise, in 99’s view, is not effective. In this way, news that directly impact partner drivers, ads relevant to the public and any information can be added”, he explained. Juliana.

McDonald’s is one of the most traditional brands on the show and, consequently, the brand’s actions are always some of the most anticipated by viewers.

The creative director of McDonald’s at Galeria, Guzera, explained that the network’s actions in the program are based on the principle of looking at the BBB as a great amplifier of conversations. “We align the calendar of launches and opportunities with the period of the program. Afterwards, we set out to imagine the actions and put these subjects in a powerful and fun way within the dynamics of reality”, said the director.

Due to the dynamism of reality, Guzera also said that the BBB team itself helps with new ideas. “Everything is being thought out as things happen and opportunities and issues arise,” he added.

Americanas is one of the brands that acquired the highest share of the program, paying R$ 91.3 million to be there. “With the sponsorship of the closed program, Americanas makes an initial planning with strategies for each brand action that are mapped”, explained Marcelli Valle, Marketing Manager at Americanas.

“We always triangulate this relationship with one of our agencies, WMcCann, which helps us to think of ideas for the various activations throughout the BBB”, added Marcelli.

Avon joined the team of sponsors in 2021 and, in 2022, it was the first brand to do an action in the house.

Viviane Pepe, the brand’s Communications director, explained that the first step Avon took was to think about what they would like to promote during the program. “Then, in partnership with the Wunderman Thompson Brasil agency and Globo, we thought about the concept of each action and how it will unfold”, said the director.

“Thus, we know from an early age the focus of each activation, but we are working in depth in the executions in operation almost real timeensuring greater harmony with what is happening in the house and with the fans”, added Viviane.

Above has its name stamped on the program since 2020 and, according to Gustavo Bacila, CEO of Baston, manufacturer of the brand, the actions are discussed and defined together between the company’s team, the GPAC agency and Rede Globo, but that, to guarantee the program’s secrecy, the final definitions are in charge of the broadcaster.

“The actions end up generating great expectations also in our team to know the result of the work, which always surprises positively.”, highlighted the CEO.

Another newcomer to the program is TikTok, which will feature themed parties, initiatives at CAT BBB (humor board presented by Dani Calabresa), among other content activations within the reality.

“Our aim is to get the show off television and into the hands of an audience that is extremely participatory and that, with each issue, finds new ways to engage with the show,” said Kim Farrell, TikTok’s director of marketing for the show. Latin America.