Launch of the BRB.Play Festival

In 2020, the world changed, Brasília turned 60 and a new way of celebrating also emerged: a digital entertainment platform, the Festival BRB.Play.

THE CHALLENGE

An unprecedented worldwide pandemic and the orientation towards social isolation made physical encounters and travel impossible, in addition to making programming, in all types of segments, simply stop happening. The most awaited dates in the city – which would be a milestone in the history of the Capital, with special celebrations throughout the month of April (parties, contests, raffles), were also destined not to happen.

But then what to do? How to hold a worthy celebration? Won't you have at least one cupcake?

That's when the ideas began to take shape, as the situation left a gap in the way of celebrating our comic's birthday.

It was then that the opportunity arose and we took action upon receiving the invitation from Oh! Artes and BRB to face the challenge of carrying out the strategic and conceptual planning of the project presented to us:

BRB.Play, a two-day Festival, 100% digital, full of guests, partners and participants who really identify with Brasília and with the public.

THE RESULT

The BRB.Play Festival took place between the 20th – the eve of the big day – and the 21st of April, the opening date of the capital, with everything that we and she were entitled to. There were more than 400 artists enrolled in the contest, lives for all tastes and dream engagement on social networks.

The BRB.Play Festival, designed by BRB to celebrate Brasilia's 60th anniversary, featured 38 attractions including concerts, fitness and gastronomy classes, as well as activities for children and a cultural contest among city artists (born in the capital or who were living around here).

And, with the population safe at home, we are looking for a new way to entertain, help and celebrate with people, all through the Instagram profiles: @brb.play and the profile of Banco de Brasília@brb_bancodebrasilia.

There were so many good ideas flowing that the anxiety and desire to make it happen before the opening of the Festival was great, so we decided together to give a taste of what BRB.Play would be like and anticipated one of the main attractions.

Musician Bhaskar made his presentation on April 19, one day before the official date of the Festival. Eolha, “it went well” since the first Live, this one on Youtube.

Afterwards, it was just a matter of inviting the base of followers and interested parties, which grew exponentially, to celebrate with us for the next two days.



We even encouraged people to upload hashtags like #Bsb60Anos #ParabensBrasilia #BrbPlay to target everything related to our Festival.

Programming and Lives

The schedule was full of participants, all presented through Lives and also videos with content posted on the profile's IGTV. The participants were from different niches, such as gastronomy, theater, music, children's, health and art, which were organized in the program that started on 04/20, from 8 am to 9:45 pm, and on 04/21, from 8:30 am to 9 pm.

We had the participation of 21 artists, including some renowned ones such as Nando Reis, Zélia Duncan, Dinho Ouro Preto, Digão do Raimundos, Banda Scalene, Plebe Rude, Cambota, Oswaldo Montenegro, Hamilton de Holanda and Rivka.



In addition, of course, to well-known figures in our capital such as Surf Sessions, Adriana Samartini, the theater group Os Melhores do Mundo, Renatinha Costa, in addition to the most delicious Lives in the cerrado with Chef Marcelo Petrarca, Chef Mara Alcamim, Chef Lui Veronese and Chef André Rochadel.

What did we do and how did we generate expressive results?

Contest Management:

The execution of the contest had an exclusive team to organize, monitor and follow up

the process.



Contacts with the participants were made via the @brb.play profile, in the comments and then, as the stage progressed, via the email created to assist subscribers and/or interested parties who had questions, requests for clarification, feedback, etc.

Objective: contest aimed at encouraging local artists to publicize their work and collaborate with the income of the winners. Dynamic: in the first stage, the participant should make a video, singing a cappella, and the 20 videos that had the most likes would go to the next stage.

* The top 20, that is, those with the most “likes”, were also awarded a cash prize.

* At all stages, an analysis of the participants' posts was carried out, as well as an audit of the likes, in order to prevent any type of fraud.

The second stage was summarized in the sending of a new video by the 20 participants with the most likes, but now they had to send videos that referred to a remarkable moment in their history in Brasília.

These videos were posted on the @brb.play feed profile and the three that got the most likes won the final grand prize.



Influencer Management:

Our PR team was responsible for creating, coordinating, executing and monitoring the campaign strategy with influencers for the 2020 BRB Play Music Festival.

Accomplished Actions: 2 campaigns created and directed towards promoting the Festival, with the objectives of generating results in terms of reach and traffic generation for the @brb.play profile, in addition to positioning in specific niches.

Each selected influencer should make 2 insertions on dates agreed with our team, that is, he should produce content in his Instagram stories on two defined days and each insertion could generate more than 1 post about the Festival.



Media Management:

Through investment in paid media, our goal was to increase the reach of the BRBPLAY profile and generate engagement for the profile, such as likes, comments, saved posts, shares and audience for the videos.



The ad set audiences were defined as follows:

- People who watched the videos posted on social networks;- People with interests and characteristics of the persona;- By location;- People who got involved with the profiles and publications on social networks; Lookalike (public of people similar to those who have already been involved with profiles on social networks).



Digital Content Management:

We applied the ideas and insights of the strategic planning in the lines of content that would be worked, among them history and nostalgia, effervescent cultural scene, its history in the history of BSB and the schedule of Lives. History and Nostalgia: old stories of the city, remarkable facts and curiosities. Effervescent Cultural Scene: praising artists from Brasília who are/were successful and left a legacy in the history of Brasília. Your story in the history of BSB: invitation for people to publish remarkable moments of their lives in the capital in their stories.Lives schedules: announce the complete schedule. The times, themes and schedule of the festival's Lives that we will have on the 21st and 22nd.

At the end of the project, we deliver to our customers Oh! Artes and BRB achieved great brand recognition, national repercussion, invaluable talkability – which translates into something far beyond just engagement – assertive positioning and a profile on social networks with a large fan base in just a few days.

To the public, we deliver a lot of party, entertainment, fun, culture and love to thousands of people in two unforgettable days.

In addition to all this, we once again imprinted our brand and our values on the delivery of a grandiose project. Challenging the norm in a totally adverse situation, being able to move people and gain empathy, for us as a company, is what matters.

Now, as we are restless by nature, we are already thinking about the next opportunity to apply challenging ideas that transform companies, the market and people for the better.