The media strategy was to back up the concept behind the campaign created for Valentine's month under the "Good things last for life" slogan.
A Microsite was developed under the "Good things last for life" slogan for users to participate in tests to find out what stage their romantic relationship was at (the freezer, the fridge, the oven). Users could also upload selfies to commercials on the Web and become true protagonists.
This promotional campaign was also backed by a radio strategy. Radio host couples in tune with the target audience were selected to act out a scripted situation where the slogan was used to drive visits to the microsite. Creative implementation was accomplished through non-traditional advertising on the radio by selected hosts, who interacted with each other to encourage visits to the Website.
To carry out a media plan for Valentine's month with a view to communicating an online promotion that was meant to make families relate to the brand, using an innovative strategy both on the Internet and on the radio.
The impact that resulted from the campaign was that it brought the brand closer to families, tying them to such notions as familiarity, warmth, modernity.
- Through this action, we reached an audience younger than usual.
- The campaign resulted in more than 1,200,000 impressions and over 100,000 clicks.
- 6,548 users registered and the site hit 34,778 visits.