Much has been said about the post-pandemic turnaround in the entertainment sector. Now, the feeling that remains is one of haste: to live, move, create and experience new sensations. I’m one of those people. I try to take it easy, but I want to do everything at once and experience, feel, live, be moved.
Not by chance, brands have begun to give more value and a different look to emotional connections generated through entertainment. The excitement of a sold-out concert or an F1 race, for example, can be a powerful sales driver and crucial in building strong brands. We live in a world full of personalized choices, where consumers expect relevant and individual experiences, with total control over what they see, read, interact with and buy.
And how can this be done on free-to-air TV? The most democratic and popular vehicle after radio. At BAND, we always think multiplatform. TV is part of a Communication Group with 86 years of history and, throughout this journey, the way brands communicate with consumers has evolved. Traditional commercials – which still exist and have the mission of being creative and holding the audience’s attention in the first three seconds – share the spotlight with branded content. On the other hand, we, as brands, have the challenge of retaining our consumers with the content we produce.
To create this emotional connection, nothing could be more natural than getting closer to our consumers. Migrating the multiscreen experience from the sofa to the streets using the tools that technology allows us. Nowadays, every brand is a vehicle for communication and can generate entertainment through the experiences it brings to the consumer. It depends on how they communicate and where they want to go. There are many tools available, but nothing replaces the creativity of those behind the machines.
Today, every brand is a vehicle for communication and can generate entertainment through the experiences it brings to the consumer.
Viviane GroismanDirectora de Marketing en TV Bandeirantes
