The Brand & Entertainment Market in Brazil is not mature enough and suffers restrictions that are, sometimes, very similar to the ones suffered in Advertising. It is still a young/raw market and with low knowledge on how to occupy the intersection territory of brands, entertainment and advertising. The economic pulse that leads the brand's investment on traditional media is still geared on generating impact through intrusive messages, while the format of agency business here (their biggest gain and profit) is 100% oriented on remuneration through investment in the programs’ break. Another option that is frequently adopted and is highly costly are merchandising actions in soap operas and talk shows. When the agency remuneration's format changes here in Brazil, becoming similar to the one in the U.S., its configuration will change immediately. Having said that, actions led by branded entertainment are considered very innovative and require strong efforts creatively and strategically.

A Transmedia Storytelling where key elements of the narrative were spread across multiple channels, creating new territories of experience and leveraging the relationship between audience and story. People could live ASTRO's experience on different levels through a series of activations such as visual arts installations, special screenings with art happenings, apps, clothing, gourmet experiences and new medias (a famous Bar was transformed by ASTRO).

Our creative solution had the goal of insert on the movie on the targets lives using the most entertaining and diverse solutions.

Astro had no media investments. The Astro Transmedia experience connected people through different forms of entertainment; In one month of integrated actions, more than 500,000 people were reached and engaged. For instance, only Bar Astro in Rio and Sao Paulo reached more than 55,000 people; The App had more than 3,000 downloads with no paid media to promote it and more than 5,000 people experienced the special screening sessions.

Every single medium made a unique contribution to tell Astro's story through a coordinated and unified entertainment experience.

One indicator of result is that all the press received by the movie highlighted that it was more than just a feature film, calling Astro as a real transmedia project. Every single part of the transmedia was featured on different types of publications.