Compared to other more developed countries in the world, Brazil is still on its infancy when it comes to branded content. Especially when the subject is the digital landscape, which is where our campaign is based. In the last couple of years we have seen very few good examples of branded content campaigns come out of Brazil, but still there aren’t enough great references yet. However, we believe this will soon change soon. Clients and agencies are starting to recognize the importance of adopting a well-structured strategy, using branded content as a powerful tool to achieve that. More and more clients are recognizing the good results this kind of campaign generates, and this should help solve one of our biggest obstacles: the lack of budget for non-TV content.

People were invited to tell us their greatest achievements on a website. There, they could choose what type of story they were telling and write them in 240 characters. After that, our team looked over every story and chose the ones that were more interesting.

Based on those stories, we created 3 videos and promoted them on Facebook and Youtube. With the help of projection mapping, more than 92 people – and 9 projectors – worked on a live scenario to make this come to life and tell those stories in an unforgettable way. Just like de the New KA.

The videos had more than 10 million views on YouTube and 1.5 million on Facebook. This generated a lot of earned media from newspapers and specialized magazines.

Everyone liked the campaign. Almost 3 million people were reached on Facebook and Instagram, and more than 500 thousand of them shared it with their Friends.

The results proved how the campaign became a blockbuster and a great achievement itself. All the engagement we generated with the public, helped the New KA enter Brazil’s top 5 selling cars and be nominated by the most influential automotive magazine 2015’s Car of The Year.