As Brazil's largest digital wallet, PicPay wanted to reinforce its position as the payment solution that makes everyday transactions effortless. To bring this promise to life, we turned one of the country's most recognizable currencies into a powerful brand platform: the Estalecas, the official currency of Big Brother Brasil.
As the show's official payment partner, PicPay became an integral part of the BBB21 experience.
Throughout the season, we developed more than 30 brand activations, seamlessly integrating the app into challenges, parties, sponsored lunches, and in-house dynamics. Instead of simply sponsoring the program, PicPay became part of the game's economy.
One of the campaign's highlights transformed audience engagement into a real-time experience. During a live party, every mention of #PicPayNoBBB21 unlocked new experiences inside and outside the house, encouraging viewers to actively influence the event through social media.
The campaign generated such strong anticipation that PicPay reached Brazil's Trending Topics organically even before the season premiered.
Results
Finished the season as the most-mentioned sponsor of BBB21.
More than 30 branded activations throughout the season.
#1 Share of Voice among all sponsors, reaching 19.4%.
Over 14 million transactions completed through the PicPay app.
Nearly 1 million new user registrations.
Reached 74% of the target audience.
More than 3 million impacts on broadcast TV.
Over 267 million impacts across social media.