Belgium is very traditional when it comes to branded content. The media are still dominated by the traditional 30 second commercials and billboards, there is some sponsoring and we see product placement in typical programs like cooking shows. There have been several attempts to do Branded Entertainment shows, but they weren’t very successful.

We created a pop-up channel dedicated to the best Brazilian content. We re-shaped the entire canvas look & feel (idents, website, logo, …). The pop-up channel and the specific content programming was announced in print ads, bannering and radio commercials.

50% of the Belgian viewers watched the documentaries. Thanks to Canvãs Do Brazil they will experience the World Cup as if they were there. And they know Canvas is the channel that focuses on background and insight.