The brand’s main objective was to create a closer relationship with younger consumers and, since there was a clear gap regarding online communication for the World Cup in general, Vivo took advantage of this opportunity to create this relationship.

Kondzilla is a Youtube music channel with more than 48 million subscribers in Brazil. For that matter, we found it to be the best display to showcase the content, and the engagement results proved that to be correct. The video clip Papum, has more than 100 million views and the hashtag #papum was used more than 100 thousand times on Instagram. Until this day, the song is still a hit that is commented by Internet users and fans of the artist.

The idea was to create a music Hit that was directly and obviously related to the World Cup, taking advantage of the country’s happy/party moment to create a relation between Vivo and the younger public that loves and listens to Funk on a daily basis.

Kevinho is one of the most played Funk artists in the country and has a huge creative potential. Having the lyrics being written by him was a key element to increase the public’s reach and engagement during the whole campaign.

Kondzilla’s vision about the music industry, and his expertise with the channel’s audience, also worked in favor in order to create a complete project with an endorsed and reliable speech.

The strategy here was to launch the music hit “Papum” by MC Kevinho through a vídeo clip directed and lauched by Kondzilla on his Youtube channel that has more tham 48 million subscribers. The vídeo clip also has the participation of the Brazilian Team’s player, Gabriel Jesus.

The launch party was at the Vivo Rooftop, where the Brazilian Team’s was taking place. The event that was planned to generate spontaneous media content and create buzz on digital media platforms, had the main purpose of connecting the brand – Vivo – to the music hit “Papum” and further reinforce the #JogueJunto (#PlayTogether) hashtag, that was the umbrella of the brand’s whole World Cup campaign.

Amongst the attractions, was a pocketshow with Kevinho and clip dance sessions with the dance teacher Justin Neto. Everything was hosted by Multishow’s Laura Vicente who was the MC of the event.

The project development was devided in 4 categories:

Creation: creating the lyrics and the song and also the script for the video clip and its unfolding formats for social media.

Shooting: The shooting of the video clip with the participation of various artists.

Launch: Launching the video on Kondzilla’s Youtube channel and also on his Instagram stories. Event including a pocketshow with the main artist Kevinho and showcasing the video clip for the guests.

Post-launch: The video clip reached an impressive number of users, generating a lot of engagement relevant to the brand’s main goal.

The results are impressive: 114 million organic views, number 14 on the most payed song list in Brazil during the World Cup’s final week, more than 30 spontaneous press releases. The brand jumped from 5th to 2nd place as top of mind brands that sponsor the World Cup.