Branded Entertainment has become a very important and explored tool in Brazil lately. With more and more people having access to the internet at home, where them can choose what to watch and what to read, the TV commercials and the press media are getting less and less attention. So combining entertainment and advertising as a way to transmit brand concepts and messages is bringing good results to brands, whether on TV or at out-of-home activities. There are no restrictions on Brazilian TV Stations to this kind of content, but as we have few TV stations in the market, this kind of content is still very expensive.

The idea was implemented in 3 steps. First, the media team went after the most relevant adventure clubs in Brazil. Communities with thousands of people from our target. Then, they selected opinion leaders inside those communities and sent them the Trailtent with the invitations to the test-drive. At last, they monitored how many of them actually took the test-drive.

The Trailtents had an amazing impact on the adventures. By the launch of this case study, 72% of the invitations had been already turned into test-drives. But more than an invitation, the Trailtents were successful in bringing to potential consumers the TrailBlazer all terrain concept. Not only the Trailtent users were impacted by it, but also everyone that passed by it on camping areas, hills, waterfalls and touristic places, serving both as a tent and as a “wild” billboard.