How Globo made a commercial with Beatriz silent and showed it in the BBB 24 final in record time

Globo negotiated and aired in record time a commercial made for the iFood app and starring Beatriz Reis, aka Bia do Brás, shown in the final of BBB 24 last Tuesday (16). O F5 found details of how the dynamic happened.

The work was created by DM9 and carried out in partnership between the brand and Globo, through ViU Hub, the broadcaster’s influence and advertising agency. In addition to Beatriz, the action included participation on social media by Fernanda Bande, who was her competitor during confinement.

Responsible for Bia and Fernanda’s commercial agencies, Globo prepared the two so that they were ready to record the commercials in just five days. Renata Fernandes, director of digital advertising products at Globo, says that the fact that the company kept an eye on the program’s stories and advertisers’ demands at the same time was a differentiator.

“This market thermometer combined with immediate access to participants, as soon as they leave home, guarantees us agility to get innovative projects off the ground like the one we carried out with iFood and DM9”, he states.

The film titled “O Brasil do Brasil Asked, iFood Delivered” features Bia do Brás receiving a delivery from iFood. Contrary to expectations of a speech full of catchphrases, she opts for silence, enjoying her meal in peace.

The commercial went viral on social media and reached 9 million views. iFood and Beatriz became some of the most talked about topics in the final.

“In the final stretch, we observed the theme of ‘silent Bia’ growing”, says Guzera, executive at the DM9 agency. “That’s when we saw the perfect opportunity to appear and become one of the big topics in the program’s grand finale.”

“The idea needed to be simple and powerful to be executed on time and Bia calada’s film was perfect. At the same time, Fernanda also had high engagement in our content and the reaction [vídeo mostrando a reação] with Loba having dinner, Bia’s commercial was the icing on the cake to make the action even stronger on social media. The result was what everyone saw.”

Ana Gabriela Lopes, iFood’s marketing director, states that the campaign with Beatriz and Fernanda exceeded the app’s expectations. “Turning a viral BBB 24 moment into a successful campaign is a reflection of our agility and our commitment to always being one step ahead”, she assesses.