Creativity

Victor Augusto & Luísa Fedrizzi

14 February 2022

Contagious Spotlight on Latin America: February 2022 

The Contagious team in Brazil picks its favourite campaigns from across Latin America over the past month, highlighting the creativity and strategy that makes the work relevant and interesting.

#NetflixLiberaOCaze (#NetflixAuthorizeCaze), Netflix Brazil 

Journalist and sports commentator Casimiro Miguel is one of Brazil’s most successful streamers with more than 1 million followers on Twitch.

Miguel enjoyed a lot of success during the Covid-19 lockdown with his reaction videos, and in January the streamer started a campaign on Twitter to win the rights to show – and react to – the first episode of Perfect Chaos, a Netflix documentary about Brazillian football star Neymar's life.

The hashtag #NetflixLiberaOCaze (#NetflixAuthorizeCaze) gained traction online and was even posted by Neymar himself.

Netflix granted Miguel’s request and the streamer broadcast a premiere of the show on his Twitch channel.

Contagious Insight 

High speed / Netflix took advantage of a spontaneous demand that emerged on social media and responded to this request at the right time, with great results: Casimiro broke Twitch’s viewing records in Brazil, with more than 500,000 simultaneous live viewers. The activation was planned and carried out in record time by the brand, highlighting the importance of taking advantage of this type of opportunity.

Expanding the palette / It's not the first time Netflix has ventured onto Twitch (see for instance how it promoted its Blood Red Sky movie). With passionate communities and a dynamic that allows interactions different from more established social networks, Twitch allows brands to explore a universe that is not yet saturated by marketing.

Menos açúcar e menos marketing (Less sugar and less marketing), FYS / AlmapBBDO, Brazil 

Brazilian soft drink FYS promoted its new reduced-sugar formula by reducing the number of clichés in its advertising.

The ‘Less sugar and less marketing’ campaign takes an irreverent approach to category tropes. With a making-of tone, the ad playfully explores truisms in Brazilian advertising when it comes to soft drinks, including 3D mascots and TikTok dances.

Contagious Insight 

Betting on the zebra / FYS knew how to position itself in a fun and irreverent way as a challenger brand, satirising the category clichés within a market full of traditional brands with consolidated market shares. As a rookie, FYS has nothing to lose (but a lot to gain) from this strategy.

Less is more / Its new formula also provides FYS with an opportunity to reintroduce itself to the public, and the brand masterfully capitalised on this chance: focusing less on the reduced sugar and more on deconstructing repeated codes, the brand bet on the power of creativity to attract the attention of new customers.

WOM al Paredón (WOM against the Wall), WOM Colombia / Findasense, Colômbia 

Colombian telco WOM invited comedians from Comedy Central Latin America to confront its marketing director with complaints about the company’s service in a four-part show broadcast on YouTube.

Contagious Insight 

Laughter is the best medicine / ‘WOM al Paredón’ is a good example of how companies can address customer complaints in an unconventional way: a YouTube show isn't quite what you expect from a telecom. WOM has only been active in the Colombian market for nine months; the show is the brand's business card for the public.

Route to entertainment / Investing in a model that borrows from the ‘Celebrities read mean Tweets about themselves’ format from Jimmy Kimmel Live!, WOM managed to transform a standard brand activation with comedians into a fun program with a good audience on YouTube.

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