SKY Uses Transmedia Communication in Porta Dos Fundos Project

SKY, the largest provider of satellite pay-TV services in the country, joins Brazilian comedy group Porta dos Fundos in a unique project for the company, with a new format for both the content and for interacting with the audience. The transmedia project, led by FCB Brasil, is inspired in real stories and will show – over the next few months – everyday situations of a couple who is presently separated by the quarantine.

Recorded in the standard of the group’s skits – shot at the homes of each actor and in a format that is completely adapted to the pandemic – the initiative reflects, amplifies, and strengthens the changes in the company’s communication strategy, which has been working with a new positioning statement since February: “SKY, we have fun together.”

The episodes feature Sérgio and Duda, a couple portrayed by comedians Fábio Porchat and Noemia Oliveira, who show in a humorous way how SKY provides entertainment and brings the couple closer together in these atypical and unexpected times. The monthly videos will be featured on the Porta dos Fundos channels on YouTube, Instagram, Facebook, and Twitter. The campaign goes beyond branded content, with extra videos created especially for online and offline media, various content for digital, and videos for broadcast TV with the signature “With SKY we have fun together. Even when we’re apart.” The media strategies for the project were developed by agencies FCB Brasil and Mirum.

“The initiative with Porta dos Fundos bolsters the SKY commitment to being present at every moment in the consumers’ journey, whenever and wherever they want, making universal access to content and entertainment possible,” states Alex Rocco, marketing director at SKY. “We want to deliver the best entertainment on different platforms, expanding the concept ‘We have fun together,’ and optimising our customers’ experience, whether they have prepaid or post-paid plans,” he adds.

To FCB Brasil’s CEO and CCO, Ricardo John, the idea behind the partnership was spot on: “We are constantly trying to blur the line that separates advertising and entertainment, and this project was conceived with this ambition in mind. With partners like Porta dos Fundos, it’s a sure bet. We are immensely happy to work with SKY and FCB; these are partners who believe and invest in something that has been the main mantra for Porta dos Fundos: to entertain without interrupting people. The couple portrayed by Fábio Porchat and Noemia Oliveira will live hilarious situations created and produced for every conceivable moment, from TV to cell phone, wherever the audience wants to have fun. And in this important moment, we will convey SKY’s message of ‘We have fun together,’ in a natural and organic way.”