Marketing Campaign • Black Friday Campaign • • Provocation Marketing • Trend • Digital Marketing
Mob Telecom /
Black Friday,
Provocative & Trend
Marketing Campaign
In November 2022, Mob Telecom needed a highly aggressive and impactful campaign for their Black Friday promotion, which featured compelling values and highly appealing offers for consumers. We came up with the idea of creating a provocative marketing campaign involving the company's main competitor.
While we were planning the campaign, a superstar singer would be achieving tremendous success on the internet. Her songs were trending on social media and dominating the top of the charts on streaming platforms, amassing millions of views. Her name is Brisa Star, amassing over 260 million views on her most successful music video on YouTube alone. When you tally up all her streams, her numbers soar to 700 million views. A genuine phenomenon, and of course, we couldn't miss the opportunity to leverage the image of the singer who was the true trend of the time.
Who's Brisa Star?
The thing is, one of Mob Telecom's main competitors is named Brisanet, better known as "Brisa," the same name as the singer who was in the hype at the time. With the intention of making a playful jest towards the competitor in line with the promotion of Black Friday offers, the campaign concept was crafted, titled "Nesta Black Friday, até a Brisa Star na Mon" The sound of the word "Star" in Portuguese sounds like "is," creating a double entendre that translates to:
Lets provoke the main competitor
"This Black Friday, even Brisa is at Mob."
Backstage
The main idea was to create a music video featuring Brisa Star literally walking through the Mob building and interacting with company employees. The music video was shot in a continuous take format, without cuts, which required a lot of study and planning since it involved many people. On the same day, the production of photos for the campaign's graphic materials was also carried out.
Job is done!
