There are 3 principal factors which might be considered barriers to the growth of branded content in Brazil.

One network accounts for 50% of the television audience. Inevitably meaning that commercial breaks on this broadcaster take up a large part of advertising revenues.

Cultural. The majority of brands opt for low-risk investments, believing that traditional advertising has a greater chance of delivering a guaranteed ROI.

Finally, there is a limited understanding of the difference between branded content and product placement, meaning that brand involvement in entertainment content tends to be very overtly ‘commercial’ and therefore, has little integration with the whole.

It’s common to find “forgotten” stationary bikes in Brazilian houses. Bikes bought for a purpose, but serving only as clothes hanger. In fact, an abandoned stationary bike is like a child that never gets off the couch: full of unused potential. With that in mind we took some stationary bikes to a workshop, where we transformed them into real, moving bikes, trying to respect their original design and using few extra pieces. Because the transformation was the first of its kind, the video that recorded it was shareable material for the brand audience. An interesting and almost "unpolluted by brand" content.

The main objective of the campaign was to increase the brand consideration, since we were already a Top of Mind brand, and leader in several Brazilian markets. And in that way, it was a success with a huge increase. The new positioning is well accepted and recognized as a brand asset by the general public, buyers and non-buyers. And we even had a 5% increase of share in a market that we were already leader.