JOVI Mobile × Sony · 2026
Shark Tank: The Start of Success
How a brand nobody knew earned the trust of Brazilian micro-entrepreneurs.
- Client
- JOVI Mobile × Sony
- Year
- 2026
- Market
- Brazil
- Disciplines
- Launch · Content · Media
Problem
Launch the Y31, the "King of Battery", to micro-entrepreneurs: a rational audience that can’t afford a bad purchase and only trusts people who have faced the same challenges. JOVI was a new brand in Brazil, with no reputation to lean on and less than 1% of the investment in a category where Apple, Samsung and Motorola hold more than 95% of share of voice. Talking to many people would dilute the message. Talking to few wouldn’t build the trust we needed.
Insight
Entrepreneurs trust other entrepreneurs. And the same real business stories that build that trust are the ones that keep the whole country glued to entertainment. Small-business media would only deliver the niche; soap operas and football, only the masses. Shark Tank was niche and mass at the same time.
Solution
Instead of buying ready-made space in the show, we co-created a special, off-season edition with Sony: "JOVI presents: Shark Tank – The Start of Success", the first advertising project in the show’s history. It ran for 5 episodes with Caito Maia and JOVI’s marketing director as mentor, a R$50,000 prize and a Y31 for every participant. Around the show: Sony, AXN, Samsung TV+, YouTube, Meta and TikTok, where a Branded Mission simulated a pitch and generated more than 410 UGC videos.
Creative execution
Board from the Effie entry
Results
The format worked so well that Sony turned it into a commercial product for all of Latin America.
Source: Effie Brazil 2026 entry: Y31 sell-out, ad recall studies with control groups, On The Go Brand Health Tracking (Feb–Apr/2026).