Client: Brahma - Agency: Soko
Drahma
We pay for your
drama show.
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The first product placement in homemade internet soap operas.
Soap operas. A brazilian’s national passion. So much that they've become the most expensive advertising space in Brazil. Brahma, being a truly Brazilian beer, couldn't afford to miss out.
But instead of advertising like other brands would, we discovered that brazilian create their own homemade soap operas on the internet. So, we simply shifted our media budget from TV soap operas to theirs.
After all, since they're soap operas, it's only fair to have advertisements within them. Just place a Brahma beer in your soap opera, mark our page, and that's it, we'd pay for your show. More audience for us, but without the drama of investing heavily in prime time.
Brahma pioneered an unique (and cheap) advertising space: by transfering our expensive TV media budget to make breaks inside people's shows, we reached investments that even surpassed Travessia, Brazil's most popular soap opera at that time.
