Branding campaign with the objective of increasing the brand recognition in the Argentine market based on the quality of its products and increasing market share levels in the local market.
KEY ASPECTS
Beyond the right media mix, the challenge was to identify actions and spaces to achieve the necessary impact on the target.
OBJECTIVE
Generate an efficient mix of Media, to achieve Coverage in the Target and Brand awareness.
MEDIA PLAN
We achieved to have Huawei Mate 7 as the smartphone that Marley (Argentine actor) uses in "Elegidos" (Chosen) in TELEFE, where the cell phone is the tool that allows the audience to participate through their vote and choose whether the participant continues in the entertainment program or not. Achieving direct association with technology and entertainment.
In OOH, special developments were made to generate high impact, we played with the possibility of highlighting the Huawei Logo with corporeal formats. Also appealing to the concept of "International" as the 3rd. worldwide producer, we have our ads in Ezeiza Airport and Aeroparque (Domestic Airport).
In Digital, high impact and innovative formats were used, focusing on segmentation possibilities. We amplify the commercial in both networks and known media. We monopolize the main technology sections of the market. There was a strong synergy with the Offline strategy for example, through the mobile app of "Chosen." Strong presence in Mobile applications and recognized newspapers. SEM strategy.
RESULTS
The use of the media mix allowed us to reach the planned coverage levels with a high impact, managing to contact almost 80% of the defined target.