Beyond banking uma plataforma de streaming como instrumento de marketing cultural para o Banco do Brasil

• Ano de defesa: 2024
• Autor(a) principal: Burnier, Barbara Lusieux Dias
• Orientador(a): Senta, Clarissa Raquel Motter Dala
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Católica de Brasília
• Programa de Pós-Graduação: Programa Stricto Sensu em Comunicação
• Departamento: Escola de Educação, Tecnologia e Comunicação
• País: Brasil
• Palavras-chave em Português: Comunicação; Streaming; Transmídia; Convergência; Marketing cultural
• Palavras-chave em Inglês: Communication; Streaming; Transmedia; Convergence; Cultural marketing
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: https://bdtd.ucb.br:8443/jspui/handle/tede/3575

The research proposes the development of a streaming platform for Banco do Brasil as a cultural marketing tool, adding value to the brand and democratizing access to its audiovisual content with the goal of renewing and rejuvenating its customer base. Aligning themes such as convergence culture, transmedia, cultural marketing with concepts of creative and audiovisual economy, the project will use as methodology bibliographic research (theoretical and bibliographic review), benchmarking of four similar platforms present in the market: Netflix, GloboPlay, Itaú Cultural Play, and Cultne.TV, and field research through interviews with managers of these platforms. The problem statement is based on the need to modernize Banco do Brasil's marketing strategies in the face of digital transformation and new consumer expectations. With the increase in digital content consumption, especially audiovisual, the opportunity arises to use a streaming platform not only to promote financial products and services but also to strengthen the institutional image and emotional connection with customers. The detailed objectives encompass both the creation of a differentiated value proposition for Banco do Brasil and the support of the Brazilian cultural sector. The platform aims not only to attract a younger and more connected audience but also to democratize access to culture, offering a diverse range of content that includes movies, documentaries, series and original productions, with an emphasis on valuing national culture. The justification for creating the platform is anchored in two main pillars: innovation in cultural marketing and social responsibility. Banco do Brasil has a long tradition of supporting the arts and culture through the CCBBs, and the streaming platform represents a natural evolution of this commitment. The methodology includes a comprehensive theoretical review, exploring concepts of convergence culture, transmedia, and cultural marketing. The benchmarking of the four selected platforms (Netflix, GloboPlay, Itaú Cultural Play, and Cultne.TV) allowed identifying successful practices and innovative functionalities that can be applied to the platform. The benchmarking results indicates that personalizing the user experience, offering exclusive and high-quality content and integrating with other digital platforms are critical success factors for the proposal. Interviews with streaming platform managers provided practical insights into the operation and challenges faced aspects such as content curation, monetization, and partnership management. The interviews revealed the importance of a collaborative approach, involving both content producers and consumers to create a dynamic and relevant platform. The application plan developed based on this data includes strategies for content curation, the implementation of innovative technologies, such as augmented reality (AR) and virtual reality (VR), and the formation of strategic artnerships. Additionally, actions were outlined to integrate the platform with Banco do Brasil's existing digital services, creating a cohesive digital ecosystem that enhances the user experience. The final research results indicate that the platform has the potential not only to improve the perception of Banco do Brasil brand but also to engage new audiences and significantly contribute to the democratization of access to culture in Brazil. The implementation of this platform, aligned with Banco do Brasil's strategic priorities for the period 2024 to 2028, positions the institution as an innovative leader at the intersection of finance, technology and culture. The project demonstrates how integrating cultural marketing strategies with emerging technologies can generate value for both the institution and society, promoting a positive and sustainable impact