{"id":10460,"date":"2022-02-02T19:02:59","date_gmt":"2022-02-02T22:02:59","guid":{"rendered":"http:\/\/legacy.anacouto.com.br\/?p=10460"},"modified":"2024-07-03T13:53:16","modified_gmt":"2024-07-03T16:53:16","slug":"marcas-e-big-brother-quanto-custa-estar-no-inconsciente-do-coletivo","status":"publish","type":"post","link":"https:\/\/anacouto.com.br\/en\/artigos\/2022\/02\/02\/marcas-e-big-brother-quanto-custa-estar-no-inconsciente-do-coletivo\/","title":{"rendered":"Brands and Big Brother: how much does it cost to be in the collective unconscious?"},"content":{"rendered":"

Companies that invest in reality shows have a chance to connect with their purpose and awaken an emotional connection with the audience.<\/em><\/h2>\n\n\n\n

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\u201c"Taking a peek," "Brazil is watching," and "I'm outraged"\u2014what do these phrases remind you of? Certainly, if you've been watching the latest editions of Big Brother Brazil, this was the first name that came to mind. On January 17th, the 22nd edition of the reality show premiered, this time hosted by presenter Tadeu Schmidt. The program will have 95 episodes and promises to deliver plenty of entertainment, as well as offering brands a chance to develop marketing strategies through the purchase of sponsorship slots and merchandising actions. However, beyond visibility, what can you expect when investing in appearances in the most watched house in Brazil? What role does a... reality show <\/em>What impact can it have on people's lives? Understanding how to combine a series of actions from the program can be an opportunity for companies that want to stand out.  <\/p>\n\n\n\n

According to Manuela Alcoforado, planning manager at Ana Couto, BBB is a phenomenon, and it's no coincidence that it's been on our TV for so long. \u201cThe reality show is a success, an exported product from another country, and its premise is human behavior, but it often dictates discussions in our society. In recent years, it has undergone transformations; before, it was only seen as an entertainment program, so much so that the role of brands was previously limited to that and to generate hard-sell based on appearances. Today, these roles have changed, but BBB becomes a stage for discussions about our society, about behavior, culture, and, obviously, a fun aspect that the public seeks to escape from the world. But in general, there are important discussions about gender issues, behavioral relationships, breaking taboos about how to dress, and reviewing standards,\u201d said the specialist.  <\/p>\n\n\n\n

With 20 participants divided into two groups named "Pipoca," with applicants from all over Brazil, and "Camarote," with public figures, BBB expanded its audience, serving as a stage for social debates and generating a lot of activity on social media. In its last edition (2021), <\/em>It scored 27 points and 51% of interactions, according to PNT (National Television Panel), reaching a record since then. In its debut this year alone, it already obtained the best audience in the last 3 years, proving to be a great indicator for companies that want to attract their target audience. But how much does it cost to appear on the Biggest Loser? <\/strong><\/p>\n\n\n\n

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Understanding quotas <\/strong> <\/h3>\n\n\n\n

Currently, the program offers different types of sponsorship packages, which vary in prominence and purchase price. In this current edition alone, there are already 11 main sponsors divided into... three categories, such as Brother, VIP Box, and Big, in addition to dynamic quotas.<\/strong>. They are: <\/p>\n\n\n\n

The "Brother" sponsorship package allows for the organization of certain challenges and parties. This is the most affordable investment among the main categories, costing R$11.8 million, and includes brands such as Engov, QuintoAndar, and Above. McDonald's also continues in this package; last year, the fast-food chain invested in a pajama party for the edition, which took place during the pandemic and occurred at the brand's worst sales moment. In addition to setting up a fully equipped kitchen on-site so the housemates could enjoy all the quality products, they also invested in lifestyle by providing themed pajamas for the participants. The campaign combined the party with promotions for orders placed on iFood. Through advertisements on the pay-per-view screen, viewers who purchased a "McDonald's Pajama Party Box" received a special assorted item identical to those worn by the housemates. The result was predictable: besides significant engagement and comments on social media, the chain registered a huge number of searches that day. According to Google Trends, some users reported that iFood even froze at times, further proving its effectiveness.<\/strong>.  <\/p>\n\n\n\n

Other brands choose to purchase the VIP box, with possibilities ranging from participation in the program's coverage by Multishow, to inclusion in Rede Globo's programming schedule, with promos and vignettes. The investment is around R$69.4 million and also includes the traditional reunion that takes place after the program ends. In this category, we have the presence of C&A, P&G, Seara, and Amstel.  <\/p>\n\n\n\n

The Big sponsorship category requires an investment of R$91.9 million and, in addition to guaranteed participation in the leader's challenge, the brand has access to all the broadcaster's access points and platforms. PicPay continues to be present in this category and already appeared in the first week of the program, in a challenge offering immunity for the VIP group. Avon and Americanas are also part of this category.   <\/p>\n\n\n\n

Dynamic advertising slots allow brands to make one-off appearances, such as during the leader's lunch, the angel's lunch, and in movies. Fiat, Coca-Cola, and the newcomers 99 and Doriana have already participated in this format. After each event, Globo conducts market research to gather initial public impressions. For this purpose, a tool called Globo Tracking was developed, where sponsors can check performance reports. <\/strong><\/p>\n\n\n\n

\u201cThere are ways to buy a sponsorship slot and generate visibility, and I believe it's less about the size of the slot and more about the type of content and the impact it can generate, both for participants and for those outside the platform. What generates the most visibility are actions that stand out and bring a new way of thinking, acting, and a new way of entertaining, after all, we're talking about entertainment too. Moving away from hard-selling and seeking an emotional connection with people can be the key to brand success, in addition to connecting with the Wave of Purpose,\u201d explains Manuela Alcoforado, planning manager at Ana Couto.  
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The effect of mere exposure<\/strong><\/h3>\n\n\n\n


Brands that advertise on BBB have a chance to get inside the homes of thousands of Brazilians. After all, who hasn't woken up and rushed to find out who was the last participant to leave the Americanas endurance challenge? But beyond visibility, an important point is: Why would PicPay, a fully digital bank where people can open accounts for free, invest such a large amount of money to appear on the reality show?<\/strong> Would the same or greater return be expected? The answer is most likely no, but when making this investment, brands like this are not only looking for profit. What is expected in return? It is the effect of mere exposure, which works by highlighting the brand to the consumer.<\/strong>. In other words, it becomes familiar, and therefore, it's understood to be more trustworthy than other digital banks. So, when choosing where to keep your money, your subconscious will automatically prefer the brand that feels most familiar. Even if you never open a PicPay account, just knowing it through the screen will make you perceive it as a safer and more valuable bank.  
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Reality shows are a national passion and connect with audiences, with some even achieving peak viewership for their respective channels. Brands that invest in appearances, coupled with sound strategic vision and planning, can have a great opportunity to develop emotional connections. Adapting the content and actions broadcast on screen may seem challenging for companies, but when well-aligned, without losing sight of their purpose, it yields recognition and visual equity. Innovation is represented by the way brands appear on these programs, with new content formats constantly evolving. Without hard-sell trends, the way brands communicate offers different possibilities for the future of communication.  


Text written by: Mateus Alc\u00e2ntara <\/em><\/p>\n\n\n\n




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