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A blank page, an opportunity. That is how Rede Globo sees the future as it celebrates its 50th anniversary.
Brazil-based Globo forms part of Grupo Globo, one of the largest media groups in the world. It is a free-to-air channel targeting the Brazilian family reaching 99.6% of the country’s households through its five broadcast stations and 118 affiliates. In 2014, its viewers represented a 39% share to the country’s total TV audience. Globo also airs in other countries via its international channel, distributed by cable in the US, Portugal, Angola, Mozambique, Japan and Australia. Its content licenses reach more than 170 countries.
With 50 years under its belt, Globo is taking the opportunity to get a fresh start on its brand, using the blank page as inspiration.
As Globo turns 50, Group Globo President and Founder Roberto Irineu Marinho has said he envisions a period of “hard work, challenges and success. At present, we are carrying out a major revolution in management and creative process. We have already made and will keep on making large investments.” As television increasingly becomes digital, Marinho affirms that the Latin American broadcasting giant is “evolving and creating new versions of the applications in our platforms for computers, cell phones and tablets.”
Along those lines, Globo’s new branding strategy integrates all of the ways people are currently encountering content: on screens, via social networks and sometimes even on the streets. Globo took its 50th anniversary as an opportunity to refresh its brand campaign, which was the winner of two PromaxBDA Latin America Gold Awards.
Sergio Valente, Globo’s director of communications, designed the strategy to signify “a company that is always on the move, always accompanying the transformation of the world and of the people. The blank page serves a brand that is open to new things.”
One series of spots stand out: “Beginnings,” show scenes of things of their start; “Foreseeable Future,” in which Globo predicts people’s future needs; and “Crianças,” taking a look at upcoming generations.
All the spots end with the same image: a blank page and a tagline, “Globo. For the last 50 years, the future is every day.”
“The spots and the actions revolved around the idea that the future is every day and that we are all invited to be part of that future, to build it together. We want to stay close to the people,” says Valente.
How better to do that than with a spot featuring 50 years of passionate kisses?
As part of the celebration and in an attempt to make the party more social, Globo also reached out to viewers for their ideas. Globe used its NOON platform to ask for art that represented 50 years of Globo and “received illustrations, poems and true works of art in a format of collaboration and innovation. The material served as a basis for the creation of printed advertisements,” says Valente.
The campaign also included promotional items, and these too won a 2015 PromaxBDA Latin America Gold Award, including a commemorative calendar book created by distinguished Brazilian artist Jum Nakao. The blank calendar complimented the broadcaster’s overall theme of new beginnings.
“The brief I received from Globo for the creation of this book did not look to the past, but to the future,” says Nakao. “This calendar allows us to rethink our daily routines. In order to live this possibility, a blank program was created. To inspire’.
Part of the campaign included creating promotional items, such as the below collection of journals that feature well-known characters from Brazilian dramas.
The figures were introduced in a multiplatform project: animated on screen, posted on social media and illustrated in many premium products such as t-shirts, cups and cell phone cases. In turn, Moleskine notebooks and key rings of the illustrated characters were launched, such as Carminha from the TV program Avenida Brasil.
“The #noveleiros stand for entertainment, communication, engagement, and, above all, for inspiration,” says Valente.
All the icons were linked to the Youtube channel and were available for download on the conversa.globo platform. They are still available on Rede’s official Facebook page to download as a sticker or to share on Facebook or Twitter.
This same Youtube channel was used to post content specially designed for social network followers, including 20 theme-related videos with classic Globo scenes, such as the 50th anniversary of “Heroes” or “Weddings.” With the goal of creating a language adapted to the Internet audience, Anderson Gaveta, editor of the Jovem Nerd website, was invited to work on the compilations’ sound and images.
Other online projects that were part of Globo’s anniversary were the “Globo Map”: an interactive map featuring 150 scenes shot all around Brazil and Globo’s 50th anniversary calendar, which offers a timeline of decades featuring more than 1000 videos of Globo’s best programming.
Looking ahead, “our challenge is to keep on entertaining and informing the audience, with a focus on quality and innovation,” says Valente. “An example of this approach is our investment in 4K content, which features image quality greater than HD.”
Globo also recently released on-demand video platform Globo Play.
This summer’s Olympic games also offers Globo a great opportunity, says Valente.
“The campaigns will be based on the concept that we are all Olympic, designed to awaken the Olympic spirit of our viewers and the overcoming of our own limits,” he says.
Going forward, “our main challenge is, and will be, to treat each telenovela, series, news program or sports show as a different brand, with its particular story, pace and context.”
To read this story in Spanish, go here.
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