Passei Direto, a UOL EdTech brand, has partnered with two members of the musical group É o Tchan! for a new campaign designed to highlight the brand’s role in every phase of a student’s educational journey. From college exams to thesis defenses and competitive exams, the campaign emphasizes Passei Direto’s comprehensive support. Featuring Washington Luiz Silva, famously known as Compadre Washington, and Sheila Mello, the campaign debuts today on the company’s social media channels.
This year, the brand conducted proprietary research that underscored the need to strengthen user perception of its comprehensive educational presence. To address this, Passei Direto collaborated with the two É o Tchan! members to recreate the iconic Dança da Cordinha dance in a context aligned with the brand’s universe and slogan: “Who passes, studies here.” Additionally, the campaign engages digital influencers to expand its reach.
“Our branding-focused campaign celebrates our users’ learning journeys and connects us with our audience in an authentic and meaningful way. We want Passei Direto to be the first brand students think of when it comes to their personal and academic development. To achieve this, we partnered with members of an iconic musical group loved by generations and still going viral on social media. Additionally, we are leveraging the reach of digital influencers, who play a strategic role in engaging our audience further,” says Carolina Gatti, Marketing Director at UOL EdTech.
The campaign video features three distinct scenarios representing celebrations after passing college exams, defending a thesis, and succeeding in a competitive exam. When the main character shouts, “I passed, Passei Direto!” the duo appears, dancing and singing the hit song. The choice of music strategically bridges the gap between the 40+ audience preparing for exams or postgraduate studies and younger users relying on the platform for academic tasks.
The project will have a strong digital presence, with a creative and impactful strategy that includes a series of videos on Instagram, TikTok, and stories featuring prominent influencers such as Larissa Gloor, Matheus MoriMura, Carol Mendonça, Thiago Gomide, and Mari Krüger. The campaign will also feature multiple social media activations.
