Curitiba is a city of 3 million people, the seventh largest in
Brazil and a city recognised for the international ecological
consciousness of its people and their innovations in urban
transportation system.
Gazeta do Povo has been the most traditional newspaper in the city
for 90 years. The newspaper’s classified advertising is the main channel
for buying and selling cars, buildings, and services. In recent years,
many competitors have emerged in different platforms, never threatening
the leadership of the Gazeta do Povo but each taking their share of
market. Research indicates our product was the favourite, the most
consumed, but identification was limited to the man of the house, even
though all household members recognised us as a great newspaper.
Our challenge was to transform the recognition that already existed
into an identification that had ceased to exist. But how to talk to
girls, guys, and women in a language that does not exclude men?
In Brazil, gimmicks are a common way to promote classified ads.
Rabbits, mice, and others have a recall effect but no personality. Our
idea was to not use a gimmick, but instead to use a whole family to
promote classifieds. We decided to start with the construction of each
personality instead of aesthetics. And so we created the Family Valore, a
typical family in Curitiba, with its characteristics, qualities, and
aspirations.
The Family Valore — which includes Rubao, Lilia, and Pedrinho — is a
typical middle-class family in Curitiba, which for years has lived in
the same house in the same neighbourhood. They have many friends and
dream of moving to a bigger house with a new car and everything they
want. We built each personality to identify themselves with the products
provided by the Classified Ads Gazeta do Povo:
- Rubao, the father, is always humourous, dedicated to his family
and the success of his work, always willing to help, even if only with
his wise counsel. The products that come under his umbrella were real
estate, cars, motorcycles, jobs, and business opportunities.
- Lilia, the mother, is sweet, happy, always thinking about her
family and the welfare of all. She does everything for Rubao and
Pedrinho. She handles the finances of the house with an iron fist and
never loses an opportunity to do good business. The Lilia products are
domestic services, nannies, pet shops, and, of course, decoration.
- Pedrinho is their active and interactive teenaged son. As with everyone in his generation, he is monitoring the changes at high speed and activities with his parents, taking a walk with his father or helping his mother. Pedrinho, more than a family member, symbolises the integration between the printed newspaper and online. He is interested in everything that is new, and his products are the same as Ruba, but he also enjoys games, trips, concerts, movies, electronics, and interacting online and offline.
With the Family Valore's personality and identification completed,
the campaign flowed naturally. The result was so positive it surprised
even the most optimistic. Since then, the threesome has became part of
all communication of classified ads in Gazeta do Povo, not just in
advertising but also online, point-of-purchase, promotional, direct
marketing, as well as other communication tools.
Thirteen months into campaign and more than 150 different pieces of
communication later, the Family Valore is synonymous with good business
and classified ads that works — not only for their function of
communication, but also to show and prove the importance of family
values in people’s lives. More than good business, we provide to our
consumers a revival of family values — the union, respect, admiration,
and, of course, that together we are much better and stronger than
spread apart.
For the client, an increase of 19.6% in the sale of ads in a period
where all the country’s newspaper market fell more than 5%. For the
agency, it is essential to know the people to whom we will sell our
products, since it is not the product that entices the consumer, but the
identification of everything that both have in common.
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