More than a musical genre, samba is the Brazilian identity. Honoring the samba means valuing your own roots and stirring people's emotions.

In 2015, Bradesco launched the Tudo de BRA campaign, which values the Brazilian's authentic behavior: culture, music, joy, friendship. And since the samba would celebrate its 100th year in 2016, Bradesco appropriated this historic milestone by creating SamBRA: the biggest music show ever seen in the country.

Starring samba great Diogo Nogueira, SamBRA gave rise to a platform of experiences and original content. With full integrated channels, it was possible to participate in one of the 55 live shows, watch the LiveShow on TV, enjoy each song of the show via Spotify, and even browse the timeline of the samba on the online platform. A legacy regarding the history of the same that will be around by many generations.

The project debuted in March 2015 in Rio de Janeiro, the city where the samba originated. In the first month alone, four performances were given in Rio de Janeiro and four in São Paulo.

In June, the show traveled to another 5 Brazilian state capitals, strategic crossroads for the bank's positioning. Tickets sold out at all the shows.

After the success of the tour around Brazil, in October 2015, the show returned to Rio de Janeiro for another 2-month run.

At the end of the year, the musical show was presented for the first time at the biggest New Year's celebration on the planet, on the sands of Copacabana, with over 2 million spectators and massive press coverage.

In 2016, the platform continues to impact the public, and the show is headed for the best of settings: performances during the Rio Olympics.

The show had 55 sold-out shows in 7 Brazilian state capitals. The largest audience was 2 million people at the Copacabana New Year's, with indirect impact on over 50 million people.

The platform had the absolute spotlight in the press nationwide: In total, more than 500 pieces were produced in TV, covers of the main newspapers, radio interviews, and a deafening roar on social networks, with a return of another 5 million dollars in spontaneous media generated.

On the digital platform and social media, SamBRA generated engagement of world-renowned artists, as well as the general public. With proof of the relevance that the subject earned on the internet in organic search for the expression "100 years of samba", Google suggested SamBRA in nearly 400,000 results, articles that still remain accessible today.

SamBRA is already preparing for performances throughout the cycle of the Rio de Janeiro Olympics.

Sambra is a branded-content platform and brand musical experience in an original, innovative format, custom-made for Bradesco bank, aiming to give shape to the "Tudo de BRA" campaign, the essence of which features the concept of Brazilian-ness.

As a creative solution, the agencies developed a world-class musical show in honor of the centennial of samba, the most popular and representative genre of Brazilian culture, starring Diogo Nogueira, one of the biggest Brazilian music stars, and a large cast.

The platform impacted more than 50 million people, generated news and engagement and, importantly, brought Brazilians closer to the brand.

To launch the Multi-platform, a name was created to generate direct identification with the samba and the Bradesco brand: SamBRA. To star in the show,

none other than Diogo Nogueira, the country's biggest samba star.

The musical was shown in 7 Brazilian capitals, in 55 performances. The massive coverage in the press and the presence of celebrities generates spontaneous media and viralization of the content.

The music gave rise to integrated platforms for integration: an online portal allows for real trip along the timeline of the samba. On the app store, Spotify showed each song of the show, including the original song, SamBRA, create just for the event. The book "SamBRA - 100 years of samba" became a legacy for future generations.

The peak of leverage was the performance on the world's biggest stage: Copacabana New Year's Eve, for an audience that exceeded 2 million people.

The Briefing: Create a branded-content platform and brand experience to give shape to the concept of Brazilian-ness present in Bradesco's "Tudo de BRA" campaign and, simultaneously, honor the samba’s 100 years.

Background: Bradesco’s name has the letters BRA of Brazil, so it assumed this identity by creating the "Tudo de BRA" campaign, which encompasses the wonders of the country. To reinforce its connection to Brazilians, it embraced the cultural values, honoring the country's essential rhythm: the samba. With its positioning, the bank is gaining market share and share of heart.