During Globo’s first event organized for the Portuguese trade, the company introduced some novelties in the brand and channels, as well as Globo’s addition to cable provider Meo.
Globo welcomed representatives from ad agencies, advertisers and providers in Lisbon, Portugal, to presente the restructured brand and TV channels in the country. Marked by the Brazilianness concept, the main rebranding theme, the event also included the announcement of Globo’s addition to Pay TV provider Meo.
Speaking to a packed room, Raphael Corrêa Netto announced the new brand positioning in Portugal: “[the rebranding] was born, and it has been carefully and rigorously thought out and discussed over the last few months, driven by our effort to interact with our Portuguese consumers through our communication channels, social media, relationship initiatives and surveys, which has led us to an additional proposal of two channels: Globo and Globo Now.”
In order to strengthen ties with Portugal – a crucial territory for the company –, a survey was conducted with Portuguese viewers to understand how they perceive the brand and which are the elements of identification. Brazilians’ captivating joy, their passionate and intense view of life, and the sweet and harmonic spoken language are some of the country’s most alluring characteristics among Portuguese audiences. Therefore, digging deeper into the concept of Brazilianness – which is a part of Globo’s essence – has become the guiding principle behind the network’s restructuring process in Portugal. “The brand embraces and lives by its Brazilianness. Our channels have presented additional proposals, but with two very strong elements at its core: the Brazilian way of life and Globo’s passion for telling stories”, said the executive director of Globo’s International Business area.
Ricardo Pereira, Globo’s director in Portugal, announced to the advertising market some of the novelties in the pipeline, including Globo’s addition to Meo. This makes Globo available in all Portuguese providers, reinforcing the network’s presence in the country’s audiovisual market, which means 100% coverage across Portuguese Pay TV – totaling 3.7 million households. “We began a rebranding process several months ago, restructuring the brand, the products, and both of our channels. Meanwhile, other leaders were closing a business deal – a partnership deal –, so we could announce that Globo will be added to the Meo package starting this Tuesday”, said Ricardo.
Globo has increasingly been ranked among Portuguese viewers’ favorite channel. In the first quarter of 2018, Globo recorded an 8% ratings upsurge compared to the same period in 2017. This is evidenced not only by the fact that Globo is featured among the most viewed Pay TV channels, but also due to the fact that its products lead the ranking of most viewed shows – particularly ‘Tempo de Amar’ (Time to Love, in a loose translation), ‘Rock Story’, ‘Young Hearts’, and ‘The Big Catch’. With a daily average time spent of 1 hour and 31 minutes, Globo has the highest ATS among all Pay TV channels. The channel reaches more than 1.5 million viewers every week.
Available in Portugal since 2012, Globo features exclusive telenovelas, superseries, series, and limited series, in addition to stories that swept different audiences around the world off their feet. Globo Now, previously known as Globo Premium, features a programming focused on news, sports, talk shows, and reality TV. Besides the changes in names, the rebranding process also brought a new signature for Globo and Globo Now: for the former, “Globo: Viva toda a emoção” (Globo: Live all the excitement, in a loose translation), an invitation for audiences to fall in love through drama play; and for the latter, “Globo Now: Viva todo o momento” (Globo Now: Live all the moment, in a loose translation), which brings a Brazilian outlook regarding the current scenario in the country and around the world.
Riding this wave of change and reinvention, the channels’ websites will also take on a brand new visual identity, providing the programming and other information on products and upcoming premieres.
The brand’s repositioning in Portugal also opens new doors and opportunities regarding investments, sales, and partnerships in the advertising and business segment, such as the closed action between the network and Portuguese ice cream company Nannarella, launching the unaired telenovela ‘God Save The King”. The novelty, which can be savored by guests of Globo’s events, will also be available to the general public as of May 2, at the network’s offices in Portugal. An exhibit featuring the costumes used in the medieval telenovela will also be held during the event.
Globo Group’s Sports Marketing director, Ricardo Mazzucca, spoke a bit about this new trend. “Over the last 40 years, we built a story of trust and engagement to the local audience. Our channel connects with people; and our programming – our way of telling stories – engages and excites them. But we want more. We want to increase our presence in Portugal and the local advertising market. We must be even closer to our clients, agencies, and business partners”, he said, also adding: “Globo wants to listen to what the market has to say. We want to understand each client’s specific needs in order to deliver exactly what they want, instead of only what we want to sell”, said Mazzucca.
As part of the rebranding process, Globo Now will also be available to all viewers in cable TV operators NOS, NOWO and Vodafone TV between April 18 and May 1. This will allow subscribers of these three providers to watch Globo’s premieres and big hits free of charge, including ‘Mais Você’, ‘Encontro com Fátima Bernardes’, ‘Caldeirão do Huck’, ‘Domingão do Faustão’, ‘Altas Horas’, ‘Conversa com Bial’, ‘Manhattan Connection’, ‘Fantástico’, ‘Estrelas’, and ‘Globo Reporter’, among others.
Globo’s rebranding in Portugal is another milestone of the company’s relationship with the Portuguese audience. This relationship began back in 1977, when the network aired its very first telenovela in the country: ‘Gabriela’. Since then, the brand became a part of their daily routine, bringing them dreams with its drama, thrills with its features, and excitement with its live football broadcasts. With a diversified programming, Globo has been consolidating its path not only in Brazil, but around the world as well.
Campaign will take over Portugal’s streets and the digital world
In parallel to the event, the novelty will be unveiled to the Portuguese public on two occasions, between April 18 and May 1. Since this Tuesday, viewers get to watch the brand’s changes playing out live, throughout each channel’s programming and during commercial breaks. A huge campaign will also take over the streets, featured in street furniture (nationwide), bus signs (Cascais, Sintra, Azambuja and Sado), automobile signs (Greater Lisbon area, Greater Porto area, and Braga), and taxi signs (Lisbon and Porto). Globo’s Portugal website will also feature digital ads and an exclusive Globo Now profile.
The campaign will be led by Globo’s talents. Camila Queiroz, Taís Araújo, Cauã Reymond and Tony Ramos will represent the thrills and emotions of drama productions, while Tadeu Schmidt, Sandra Annemberg, Faustão and Fátima Bernardes are the faces of today’s programming. The artists will appear in ads and movies, sitting on a couch and watching Globo’s programming. In their faces, we see the expressions of die-hard fans of Globo’s telenovelas and series, as well as the news, interviews or football matches available on Globo Now. The goal is to show viewers that the artists not only move the audiences, but they are also moved and thrilled when they watch Globo’s channels.
