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PingPlay

Branding | Product Launch | Communication Strategy | Website Development with SEO | Content Planning and Management for All Stages of the customer Journey (including multiple channels like social media, email marketing, and WhatsApp communications) | Public Relations Strategy | Stakeholder Partnerships | Initiatives with Blind and Deaf Influencers | Community Building | Press Relations.

ETC Filmes is a Brazilian company with over 18 years of experience producing audiovisual content for the country’s major distributors, producers, and exhibitors. It created PingPlay, the first and only 100% accessible on-demand movie platform, designed for consumers who need accessibility features such as audio description, descriptive subtitles, and especially Brazilian Sign Language (LIBRAS).


PingPlay launched in 2021 and became an app in 2023 (available for iOS and Android), allowing people to watch movies in theaters, at home, or anywhere else with accessibility features available directly on their smartphones.


 

Problem:

When the platform launched in March 2021, its goal was to bring audiovisual entertainment to the 16 million people identified with visual and hearing impairments—a largely overlooked audience on many streaming platforms, which still lack accessible features.


We created the brand from scratch, focusing on these fans of the seventh art. To ensure it resonated with the target audience, all PingPlay content needed to be 100% accessible. The promotional efforts had to strike a balance between raising awareness about the importance of inclusion in the entertainment industry and promoting a unique, innovative, and user-friendly product.


 

Solutions

We developed the logo, branding, and 360-degree communication strategy, which included designing and sending a customized press kit. We also organized a mentorship program on creating accessible content for the entire team and implemented various promotional activities for the product with all the brand’s stakeholders:

  • Institutions and schools catering to this audience, such as Dorina Nowill Foundation, DERDIC, and ATEAL.

  • Partner companies like Hand Talk.

  • Influencers, journalists, and opinion leaders.

  • Producers and distributors in the market.



 

Results:

For the launch, we collaborated with two ambassadors:

  • Thaisy Payo, a deaf influencer representing several brands, with 92.1K followers.

  • Edgar Jacques, a blind actor and consultant for audio description and accessibility, with 1.6K followers.



In the media, we focused on two angles: the platform's launch and the importance of accessibility in audiovisual media. The results were remarkable in a short period:

  • 42 media placements in specialized, general, and feel-good news platforms.

  • 9 interviews with ETC Filmes’ CEOs, with 90% of them appearing in Tier 1 outlets in the cinema and audiovisual industry.


We developed unique, accessible content for social media platforms such as Instagram, Facebook, and Twitter. This content achieved excellent engagement, with interactions from 2,000 people (including private messages from those who felt more comfortable communicating this way) and an organic reach of 78%. Social media promotion translated into traffic to the platform’s page and content views, with 50 daily registrations at one point.

The work continued post-launch with social media management, and in 2022 we won the RECAM award for best civil society practices in Mercosur in the category of audiovisual accessibility.

 

REBRANDING 2023


In 2023, adapting to market trends and audience needs, PingPlay became a free app for accessible content exhibition in theaters and beyond.


This new phase required a rebranding to redefine its visual and verbal identity, as the brand also began engaging with distributors and exhibitors in addition to end users.

 

This time, we organized a launch event in an incredible partnership with A2 and Cinemark at Shopping Santa Cruz for the screening of the film “Mavka — Adventure in the Forest”. Attendees included journalists, opinion leaders, and guests from partner institutions and schools supporting people with visual and hearing impairments in São Paulo, such as Fundação Dorina Nowill, Laramara - Instituto para Cegos, DERDIC, and the Rio Branco Center for Deaf Education.


https://www.linkedin.com/feed/update/urn:li:activity:7141052103728300034 


Results:

  • A full house (400 attendees) and 25 press features.

  • Social media responses were equally impressive. Despite ETC Filmes’ decision to reduce posting frequency during the rebranding process, the new proposal immediately boosted engagement and follower growth, resulting in a 20% increase.

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