The media strategy was based to go with the concept of the campaign in "the month of lovers" under the slogan of "Good things last forever."
KEY ASPECTS
Under the slogan of "Good things last forever" a Microsite was developed; in this site users could participate by answering tests to obtain the instance in which their love relationship was found (freezer, refrigerator or oven). They could also upload photos of their faces to commercials via the web and become their actors.
In addition, this promotional action was accompanied by a radio strategy. Couples of radio announcers related to the target were selected in order to generate a scripted situation in which the slogan was used to promote the entrance to the microsite. The creative application was the implementation of radial NTPs by selecting the announcers, achieving interaction between them inviting to visit the website.
OBJECTIVE
Make a media plan for "the month of lovers" in order to communicate an online promotion bringing the brand closer to the family, using an innovative strategy in internet media plus radio.
MEDIA PLAN
Internet - Radio.
RESULTS
The impact achieved was to bring the brand closer to the family, associating it with concepts such as familiarity, warmth, modernity.
- Through this action we reach a younger audience than usual.
- The campaign achieved more than 1,200,000 impressions and more than 100,000 clicks.
- 6,548 were registered and there were 34,778 visits.