BRANDED CONTENT in Animation: Learn why this subject was so commented on Rio Content Market 2017
As produtoras Mono Animation e Singular Mídia&Conteúdo, compartilharam sobre a criação e produção da série animada Mundo Ripilica, o case da Marisol.
Em março, a Mono e a Singular estiveram no Rio Content Market 2017 – o maior evento do mercado audiovisual no Brasil – que destacou em sua programação o tema Branded Content, um assunto muito discutido entre os produtores do mercado e que lotou suas palestras. A Mono e Singular tiveram o prazer de compartilhar e apresentar o Case Marisol, o projeto Mundo Ripilica.
Branded Content is an advertising strategy in which the brands can transmit their value through the content, and has been very commented the last years because of his capacity of grab the audience’s attention, an audience that is part of a generation adverse to the kind of “intrusive” communication, that who interrupts the programmation.
With the infinite “zapping” of the remote control through the infinite options of channels for the audiences, the brands are feeling the need of adapting their communications to grab their attention, since the consumer’s behaviour changed and has increased the growing of plataforms as Video on Demand, online exhibitions services that inhibit almost completely the advertising among the videos – as Netflix, for example. Also a very commented topic at RCM, since SP Cine soon will launch his streaming service dedicated to national movies.
Another big case is the creation of YouTube Kids, for bring new incentives for content in the whole world. The app of the channel YouTube came to Brasil in June of last year and now will come to the Smart TVs, as discussed in the presentations. In USA, the app launched by a year ago exceeds 10 millions of downloads and promise to be a safe place with specific content for the children, and that is an alternative that came just in time, since children’s advertising has been very criticized in the last few years.
With the restrictions imposed to the brands about the advertising to this public, its very important for the brands the production of a content in different formats and placements. In case of creating your own channel, as YouTube Kids, the brand starts to speak more constantly and directly with their target, in a intense way, and that demands a deeper and delicate approach that brings a full contact with their fans.
A marca Marisol, por exemplo, preserva e entende a responsabilidade de sua influência para o universo das crianças. Para isso, a coprodução Mono e Singular criou o Mundo Ripilica, um projeto que demonstra a sutileza na concepção de narrativas e personagens que transmitem valores agregados e comunicam a marca sem imposição. Foi fundamental o entrosamento entre os produtores e a marca, aqui representada por Mario Paravisi (Gerente de Experiência da Marca), e a estrutura foi realizada por profissionais especializados em conteúdo infantil. Além do time Beth Carmona, Bruno Bask, Eduardo Nakamura, Rui Okusako e Vanessa Fort, o projeto conta com Humberto Avelar, Helio Ziskind, Ultrassom e muitos outros profissionais. Foram criados mundos e personagens que convidam as crianças a viverem a amizade com muita aventura, música e aprendizado.
“The project Lilica’s World is very emblematic for all of us. In it we have the opportunity to give voice, life and personality to a koala who existed for 25 years, inanimate. The team meshed very well. A fantasy universe was created with scenaries and characters for an animated serie that transcribes the girls’s adventures with their courage, poetry and sensibility to explore a world full of small challenges.” – Says Beth Carmona, Content Director of Singular. diz Beth Carmona, Diretora de Conteúdo da Singular.
“It become a wonderfull project in all senses. For the pleisure of working with professionals so competents, with content expertise for children, and the tuning with the brand team, that also deal with different situations with children for years. The emotion of the story in this world gives a special and respectful touch.”– says Bruno Bask, Animation Director of MonoStudio.– diz Bruno Bask, Diretor de Animação da MonoStudio.
In that way, the company’s communication becomes to 360º, since appears in all of the children’s universes. There are plans to Ripilica’s World dialogue in different medias and channels, off and online, and even in parks, being part of their plays and daily journals. Its not disclosure yet the strategy and divulging.
Soon we’ll bring more about the backstages of this production and you’ll know more about the Lilica’s adventures and all his friends. Lets Ripilicate!