The Soap OperaVerse

The background scenario was: in 2024, BYD arrived in Brazil with a big goal, to build and democratize electric mobility to become the number 1 brand in electric and electrified vehicles. Our biggest challenge was the lack of trust on the part of Brazilians.

With this in mind, the creative team from We agency realized that it was necessary to break the barrier of distrust. So they came up with an idea to make the BYD brand part of people's lives. How? In Brazil, there is only one way to do this: during the soap opera. In partnership with the second largest television broadcaster in the world, we transformed the ad man of TV Globo's main soap opera, “Renascer”, into a human avatar for BYD's advertising agency. For the first time in the history of world dramaturgy, a character played a real role: presenting first-hand real campaigns created behind the scenes, as if the ideas shown in the episodes were his own.

In this way, the public experienced BYD's marketing initiatives up close and followed the launch of TVC Spots, Merchandising Actions, POS Materials, and Branded Content Activations within the soap opera in an unprecedented way. And not just during commercial breaks like other brands usually do.