Client: Ajinomoto / MID
Project: Offline Media Plan
Objective: Plan and execute the media strategy responsible for promoting the “Pra Todos os Seus Momentos” campaign in the interior regions of MG, PR, and RS.
Additionally: To acquire or regain competitiveness by aiming to elevate its position in the category share. Vision was invited by MID, Ajinomoto’s beverage brand, and worked diligently on this project, successfully identifying effective alternatives.
Challenge:
To achieve these objectives, a meticulous marketing strategy was required, with well-defined offensive and defensive positions, essentially reflected in the media plan, while also considering how the brand allocates its resources.
Strategy:
With limited investments, the key focus identified by the agency was performance. Although often associated with digital channels due to their high measurement and control capabilities, there are still valuable offline channels capable of ensuring penetration, coverage, frequency, and impact. Carefully planning this allocation of resources would provide a significant competitive advantage for the brand.
Listen to the spot below:
Solution:
We identified in the briefing the need to align communication with specific areas. Therefore, our strategy focused on micromarkets. This approach ensured presence in the key and most relevant media channels, following the influence study of the media for the campaign’s audience: Outdoor Media, Broadcast TV, and Radio.
social vision