Becel: AN APPRENTICE'S HEART

Credits & Description:

Type of Entry: Use of Media


Category: Best Use of Television


Title: AN APPRENTICE'S HEART


Advertiser/Client: UNILEVER


Product/Service: BECEL


Entrant Company: NEW CONTENT Sao Paolo, BRAZIL


Advertising Agency: NEW CONTENT Sao Paolo, BRAZIL


Creative Credits


Name Company Position


Giovanni Rivetti New Content CEO


Roberto Feres New Content Creative VP


Raphael Alcântara New Content Account Director


Marcelo Páscoa New Content Creative Director


Details


Results and Effectiveness:


It was an insightful look into the apprentices actual feelings, contributing to the perception viewers developed of their favorite participants. The brand became an intrinsic part of the show, providing the audience with relevant, engaging new information. It was an unprecedented partnership which added further drama and emotion to one of Brazil’s hottest TV shows, therefore delivering Becel’s core proposition in a truly powerful, entertaining way.


Creative Execution:


The international hit-show The Apprentice was about to launch its 5th Brazilian season, presented by Y&R's CEO Roberto Justus. The show’s corporate environment was a perfect match for the brand’s target, both technically and conceptually. The situations faced by the apprentices were a powerful illustration of the stressful routine experienced daily by Becel’s consumers. The most intense of them all was also the show’s dramatic peak: the board room. In order to integrate the brand to this highly emotional moment, we decided to bring a new dramatic element into the show. The leader of the team facing the board room would have his/her heart rate monitored live by Becel, providing presenter Roberto Justus with a new evaluating tool. Becel revealed the participant’s ability to keep their cool under the kind of stressful situation the winning apprentice would have to face on a daily basis.


Insights, Strategy and the Idea:


In 2008, after several years away from mass media channels, Becel launched a campaign to promote brand awareness in the Brazilian market. The brand needed to find high-impact media partners to re-establish its positioning on consumers’ minds: Love Your Heart. The idea was to make consumers stop and listen to the sound of their hearts, pay close attention to what their heartbeats had to say. The challenge was to find the perfect match for Becel’s proposition: promote cholesterol control through healthier products. In consonance with what's been observed globally on the last decade, Reality TV has become an intrinsic part of the local media scenario. The most successful representatives of the genre are now a much anticipated event of the national cultural calendar. Besides the impressing audience rates, it is the talkability potential of this shows that create an amazing opportunity for generating awareness through truly creative, in-context product integration