Band, Endemol Brazil, Volkswagen in Branded-Content Deal

SÃO PAULO: TV Bandeirantes is set to launch a new daytime game show produced by Endemol Brazil that will be sponsored by Volkswagen.

Volkswagen will sponsor the live show Zero Bala, which will be hosted by Brazilian fashion model and presenter Daniella Cicarelli alongside well-known TV broadcaster Otavio Mesquita. Participants compete in a studio to win a brand new Volkswagen. The show’s logo and set will incorporate the look and feel of the Volkswagen brand, and casting will take place through Volkswagen dealerships. Endemol Brazil, TV Bandeirantes and Volkswagen are all involved in the production, with support from Volkswagen’s advertising and promotional agencies, Almap BBDO and Bullet.

Daniela Busoli, the managing director of Endemol Brazil, stated: "The show’s format is a great way for Volkswagen to deliver its brand message to the TV audience and most importantly, it’s a fun, entertaining series that audiences here will love.” 

Helio Vargas, the artistic and programming director at TV Bandeirantes, added: “Zero Bala is a fantastic concept and we’re expecting it to increase our audience as viewers engage with the Volkswagen brand. Endemol have great experience and expertise in delivering entertaining formats and we’re thrilled to be working with them.”