An integrated campaign, covering all systems, on the same day and simultaneously throughout the country, handling the highest level of confidentiality to achieve the desired effect: surprise and put a buzz word in everyone's mouth.
KEY ASPECTS
The media strategy that we implemented in the launching of Personal, was to follow the creativity of the campaign together with communicating the diversity of logos and the idea that "CADA PERSONA ES UN MUNDO" (Each person is a world). We managed to cover that idea of diversity and simultaneity in all the media, using different formats in each case.
OBJECTIVE
Personal puts people in first place where "CADA PERSONA ES UN MUNDO" together with the diversity of logos, we set out to use the diversity of media to communicate this campaign.
MEDIA PLAN
The idea was to cover all existing media: OOH 14,665 elements. TV 166,755 seconds. GRAPH 230 notices. INTERNET 149,565,000 impressions. RADIO 560.812 seconds.
RESULTS
In just 1 month, the public demonstrated a good reminder and assessment of the makeover. We achieved very good levels of recall, branding, valuation and understanding of the brand. We obtained a greater performance of the campaigns in all media, with regard to the competition.
