The aim was to bring the brand closer to a younger audience, with publicity geared toward men and women aged 18 to 35 from a middle-to-low socioeconomic level.
A decision was made to launch a two-pronged campaign: one prong consisted in the traditional advertising of the pool and the prizes available, while the second was a branding campaign that centered around the slang expression "You couldn't care less" used in amusing situations that resonate with the target audience.
To attain high levels of reach and frequency in order to achieve the desired close connection between the brand and the target audience.
PLAN DE MEDIOS
The media plan covered the following channels:
- Broadcast Television, on TV stations Telefe and Canal 9.
- Cable Television, on sports and news stations with greater penetration in the target audience and extensive reach in the country's interior.
- Local TV, with a focus on stations with greater coverage in each local area to ensure nationwide reach.
- Outdoor Advertising across strategically-chosen spots to reinforce communication.
The results of the campaign far exceeded pre-defined goals. The significant impact of the campaign was unexpected; spots went viral on social media networks and Whatsapp, as 37% of the target audience viewed the commercial for the first time on social media, which means that that percentage of contacts was the result of organic reach at a media cost of $0, increasing the level of spread to the target audience, making the brand relatable, and bringing it closer to that audience.
The commercial was viewed for the first time by:
El comercial lo vieron por primera vez:
- 63% on Canal 9 or Telefe
- 17% on Whatsapp
- 12% on Youtube
- 8% on Facebook