Brahma was about to launch its biggest campaign of the year. An entire campaign focusing on creating a big buzz and talkability about a product attribute: Its creaminess. A creaminess like no other.

But this ambition encountered a major barrier in the cultural context we were living at the time:

How could the brand make people feel and talk about Brahmosidade when our consumption ritual is outdoors and collective and we were forced to stay indoors and isolated?

In addition to that, we also needed to build the innovation attribute for the brand.We had to solve this in an innovative, unconventional way.

The solution was in our consumer: YA18+ and in connoisseurs of technology and games. At that time the metaverse hadn't been flooded by brands yet, so we decided to bet on the biggest metaverse and gaming platform among young adults to build our entire history of Brahmosity.

We all know that a concept needs to be adapted from media to media to talk efficiently with the audience. But in games, this is even more important: with an unique language and lifestyle, it is necessary to understand the game and play together. Therefore, to communicate the concept of "Brahmosity", the name given to the creamy foam of Brahma beer, we literally made it snow. On unconventional days within the metaverse, that unseasonal snow has become a topic. The solution was as exciting as the mystery: while it was snowing foam, a VIP party with more than 20 gaming influencers, a custom bar and a challenging quest rocked the server. Thus, the brand conveyed its message, but more than that, it offered the connection that lasts the longest in a consumer's mind: an experience.

To maximize the awareness/talkabiliy, our strategy was based on the best practices of the metaverse we were in. To start, we work with a mix of communication tools:

We chose a strong team of influencers who would experience all the brahmosidade within the game and do the lives to bring the experience to as many people as possible.

We work with a series of OOH in the city. So we were able to establish a brand presence and reinforce the product feature in gamers' daily streams.

We literally turned the brand into a game with special missions.

We made an official Brahma's bar in game.

And we made it snow.

All these actions extrapolated the game through content on social media.

Our great strategic success was working with all the best practices, being able to connect the consumer with the brand, from OOH in game to the ultra snow experience.

Implementation/placement:

One month of planning dates, content and negotiation with influencers. Two months of 3D designing and programming all the OOHs, scenario, mission and special items like the Zeca Pagodinho sculpture (famous brazilian singer), the creamy snow, the clothing, the zeppelins, the Brahma truck, the fully customized bar, the brewery, and others.

Timeline:

October 2021 - OOHs entrance

November 11th - Bar Brahma comeback

November 17th - Mysterious creamy snowstorm

November 18th - VIP Brahmosidade Party at the Brahma Bar and special mission release

• 1,5 million views on the livestreams

• 12,000 iFood vouchers used for Brahma purchase

• +37hs of brand exposition

• +52,8% preference among young people

• 43.88% reach vs. target audience