One billion viewers

A reality TV show watched by more than one billion viewers, helped to build ZTE's brand in Brazil.

ZTE, China's largest listed communications equipment and handset provider, wanted to build its brand in Brazil and appoint a local brand manager.

An innovative appointment process involved two Brazilians, selected by a head hunting firm, competing for the job on a Reality TV show filmed by CCTV (China Central Television). The contestants performed unusual tasks, such as selling chinese snacks in the street and being the main character in a chinese opera in order to be selected for this job.

The program reached more than one billion viewers and winner Marcio de Lucca was appointed ZTE's Brand Manager in Brazil, where he has since become an icon!