U.S. HISPANIC
Globo launches new positioning in a local campaign co-created with Accenture Interactive
Maribel Ramos-Weiner| 6 de octubre de 2021
Campaña Globo
Globo reveals that 8 out of 10 Brazilians consume its content on open TV, pay TV or digital, advertisements highlight the relevance of content that overflows its own platforms and generates conversations that go beyond Globo.
Convergence of media and efficiency for advertisers are also in focus in communicating to the market. According to data from Comscore, 81% of Internet users in the country are on Globo’s digital properties
The answer lies in a series of dynamic subscriptions that are part of Globo’s new branding campaign, launched today, October 6, in partnership with Accenture Interactive. The launch was attended by Manzar Feres, Globo’s Business Director; Manuel Falcão, Globo’s Brand and Communication Director; and Eco Moliterno, CCO of Accenture Interactive, who signs the campaign’s creative direction, on challenges of the company in the midst of so many changes in the market and behind the scenes of the project’s development.
“What we are seeing is the disruption of a media environment in which media convergence will be increasingly fluid. This brings a great opportunity for Globo, a company that has always been at the forefront of technology and content production, and for the brands that accompany us throughout the consumer journey – more than 100 million people who watch us on open TV, on pay TV, which consume our content in streaming and digital”, says Manzar Feres, director of Business at Globo.
The brand’s main launch this year, this project foresees a communication aimed at the advertising market and external audience, in addition to initiatives to promote the sector. The kick-off for the new positioning project was the challenge of representing the brand and its portfolio of linear channels and digital products, in a context where data, technology and content are the main pillars of the business.
“We needed to find a way to talk about the relevance of our ecosystem and our content, bringing everything we are today: a company that has the consumer at the center, that is everywhere, and that has a set of brands that do the difference in people’s lives”, defines Manuel Falcão, Globo’s Brand and Communication director.
From the proposal to ‘re-introduce’ itself to the market the manifesto video was created, starring the comedian Paulo Vieria, which makes up the package created for the launch of the campaign, and which will also have print media ads, teaser with comedian Tatá Werneck and a content hub with infographics and brand cases, hosted on the Gente platform.
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