Passei Direto, Brazil’s largest study network and a brand of UOL EdTech—the country’s leading educational technology company—has launched its first-ever national advertising campaign, aiming to reach students across Brazil. The campaign premiered during TV Globo’s Jornal Nacional and will continue airing on the nation’s major TV networks.
The campaign stars former Big Brother Brazil contestant Gil do Vigor, whose life transformation through education resonates with Passei Direto and UOL EdTech’s mission of creating opportunities and changing lives through education.
“Featuring Gil do Vigor in Passei Direto’s inaugural campaign highlights his inspiring journey and how education transformed his life. That’s exactly what we want to convey with this campaign. Our research shows that 94% of students using the platform feel more motivated to complete their education thanks to Passei Direto’s support,” says André Simões, Co-Founder and Director of Passei Direto.
The video establishes Passei Direto as a market leader, closing with the tagline, “Passei Direto – Quem passa, passa aqui” (Passei Direto – Success Starts Here), emphasizing the study network’s role in supporting the success of over 32 million users and providing access to more than 14 million shared resources.
In addition to airing on major TV networks, the campaign will also run on the UOL website, social media platforms, and other online and offline media, including urban advertising spaces.
“Collaborative learning on Passei Direto is a national success, growing year after year. Bringing this message to an even broader audience via open television is a major milestone to popularize the platform and reach students across Brazil,” emphasizes Alex Augusto, CEO of UOL EdTech.
Passei Direto continues to grow, solidifying its position as the go-to platform for Brazilian students to access and share study materials online. The new campaign uses informational balloons and mosaics featuring Passei Direto students to highlight the platform’s key benefits and available content.
Additionally, new Passei Direto users can enjoy free access to the platform for one hour by visiting the website and signing up.
To view the new campaign, click here.
*(media in public spaces)
