joinha sorvetes | campanha promocional
DESCRIPTION
Slides de apresentação ao cliente. Conteúdo: Briefing, mídias, Investimento, conceito, peças e desdobramento.TRANSCRIPT
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S O L U Ç Õ E S E M C O M U N I C A Ç Ã O
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CLIENTEJOINHA
SORVETES
OBJETIVOFIXAÇÃO
DA MARCA
PERÍODODEZ/2013
AFEV/2014
PRAÇACERQUILHO,
LARANJAL PAULISTAE PORTO FELIZ
CONCORRENTES
JUNDIÁ, SKIMONIE KIBON
VERBA
R$60.000,00
BRIEFING
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CRESCIMENTODO MERCADO DESORVETES NO
BRASIL
ASCENSÃODAS CAMADASSOCIAIS MAISPOPULARES
AUMENTO DOCONSUMO DE
SORVETES
FORTESONDAS DECALOR
CENÁRIO
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ATUALDESEJADOSORVETERIA TRADICIONALDE INTERIOR;
PRODUTO QUALIFICADOE DIVERSIFICADO;
TOCAR O CORAÇÃO DOSCONSUMIDORES COMMOMENTOS FELIZES;
SE CONSOLIDAR COMOSORVETERIA PREFERIDA;
POSICIONAMENTO
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DE SAFIO
NOVA POSTURA COMPERSONALIDADE E VALORESBEM DEFINIDOS;
ATITUDE PARA INFLUENCIAR OCOMPORTAMENTO DOCONSUMIDOR;
MARCA FORTALECIDANAS CIDADES ONDE AEMPRESA ATUA;
MUDANÇAS DE PARADIGMAS,E ESTRATÉGIAS SUPERIORES EMRELAÇÃO AOS CONCORRENTES;
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ESTRATÉGIASCOMUNICAÇÃO
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POTENCIALIZAR ACOMUNICAÇÃO DA SORVETERIA;
OCUPAR O MAIOR ESPAÇOPOSSÍVEL NA MENTE DOSCONSUMIDORES;
APLICAR NOSSA IDEIANO MAIOR NÚMERO DE MÍDIASDE ACORDO COM A VERBA;
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MÍDIAELETRÔNICA
TELEVISÃO
MÍDIAIMPRESSAJORNAL, REVISTA
E CARTAZ
MÍDIAEXTERNA
OUTDOOR
MÍDIAALTERNATIVAVAN E
BIKE BANNER
MÍDIAINTERATIVAREDES SOCIAIS
E HOTSITE
MÍDIAPROMOCIONALAÇÃO DE
GUERRILHA
MÍDIAS
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TVMÍDIAS
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REVISTAA MAIS
REVISTAFIQUE EMEVIDÊNCIA
MÍDIASREVISTA
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JORNAL O ALERTA
JORNAL NOSSA CIDADE
MÍDIASJORNAL
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DEZTV ABERTA
REVISTA
JORNAL
OUTDOOR
INTERNET
AÇÃO MKT
JANTV ABERTA
REVISTA
JORNAL
OUTDOOR
INTERNET
AÇÃO MKT
FEVTV ABERTA
REVISTA
JORNAL
OUTDOOR
INTERNET
AÇÃO MKT
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MAPA DE MÍDIA
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17%14%
2%
15%
51%
MÍDIA ELETRÔNICA
MÍDIA IMPRESSA
MÍDIA EXTERNA
MÍDIA ALTERNATIVA
MÍDIA INTERATIVA
INVESTIMENTO
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R$ 30.617,00
R$ 8.474,04
R$ 9.180,00
R$ 10.468,50
R$ 1.260,00 R$59.999,54TOTAL
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CENÁRIOCRIATIVO
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MOMENTOCOMUNICAÇÃO
CONSUMIDOR CONVÍVIOCOMUM
PRODUTODE QUALIDADE
VERBAINTERESSANTE
VERÃOCHEGANDO
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PROPOSTA DEESSÊNCIA DA MARCA
SER RELEVANTE!NÃO BASTA VENDERSORVETE;
PROPORCIONARMOMENTOS FELIZES;
POSTURA EVOLUCIONISTA!NOVIDADE DO SÉCULO 21:AS COISAS MUDAMPARA EVOLUIR...
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NOVA
VISUAL
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REBRAND
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REBRANDJÓIA SORVETE ÍCONE
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sorvetes
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ANTES
DEPOIS
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A
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CONVERGÊNCIAIR ALÉM
EXPERIÊNCIASMOMENTOS FELIZES
APELO EMOCIONALO SER HUMANO
É A ESTRELA
AÇÕES GUERRILHAENVOLVER
AS PESSOAS
CLIENTES FIÉISPRESO E
ESTÁTICOAO NEGÓCIO
NOVA POSTURAMUNDO DE
ENTRETENIMENTO
DEIXAR MARCANA VIDA
DAS PESSOAS
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STORYBOARD
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DEGUERRILHA
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RESULTADO:MANDA BALA!
CLIENTE FELIZ!
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OBRIGAD !BRUNA FRANCIELE
PLANEJAMENTOFERNANDA CAMARGO
PESQUISAJADHE BANDEIRA
ATENDIMENTO
MATEUS POGGIMÍDIA
MARCIO BRUNOCRIAÇÃO