devassa, bem loura
DESCRIPTION
Análise da campanha Devassa: bem loura, bem devassa.Autores Bruno Affonseca, Rodrigo Bernardes, Julia Simek e Jeizzon Mendes, todos da PUC-Rio. Aula de Planejamento Publicitário, professora Candida M Monteiro.TRANSCRIPT
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DEVASSA: UMA MULHER QUE ARREBATA CORAÇÕES, ERÓTICA, QUE SEDUZ AS PESSOAS
PELA BELEZA.
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ARTESANAL
PRIMEIRA LOJA EM 2002
SABOR REFINADO
EXCLUSIVA
CERVEJA COMO MULHER BRASILEIRA, COM QUALIDADE EUROPÉIA
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E A CONCORRÊNCIA?
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E A CONCORRÊNCIA?COMO SE POSICIONAVA?
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MERCADO DAS CERVEJAS PILSEN
CLASSE ALTA
CLASSE BAIXA
MAIS LEMBRADA
MENOS LEMBRADA
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MERCADO DAS CERVEJAS PILSEN
CLASSE ALTA
CLASSE BAIXA
MAIS LEMBRADA
MENOS LEMBRADA
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MERCADO DAS CERVEJAS PILSEN
CLASSE ALTA
CLASSE BAIXA
MAIS LEMBRADA
MENOS LEMBRADA
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E COMO FAZER PRA CHEGAR LÁ EM CIMA?
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DEVASSA E GRUPO SCHINCARIOL
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POSICIONAMENTO X ESTRUTURA
# Qualidade artesanal
# Comunicação diferenciada
# Distribuição
# Logística
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Nasce, então, a Devassa bem loura.
Uma cerveja que te conquista pelo gosto e ainda te leva pra cama.
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DESCONTRAÍDA
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NEM AÍ
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Novo produto do grupo.
Carro chefe para competir lá em cima.
Novo posicionamento com a marca apreciada.
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MERCADO DAS CERVEJAS PILSEN
CLASSE ALTA
CLASSE BAIXA
MAIS LEMBRADA
MENOS LEMBRADA
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MERCADO DAS CERVEJAS PILSEN
CLASSE ALTA
CLASSE BAIXA
MAIS LEMBRADA
MENOS LEMBRADA
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MERCADO DAS CERVEJAS PILSEN
CLASSE ALTA
CLASSE BAIXA
MAIS LEMBRADA
MENOS LEMBRADA
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OBJETIVO
# Introduzir novo produto estrela do Grupo Schincariol no mercado transportando os valores Devassa.
# Aumentar presença no varejo sem popularizar.
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PÚBLICO-ALVO
# Apreciadores de cerveja, a partir de 22 anos, dispostos a pagar pouco mais por um produto de qualidade.
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OK, MAS COMO ATIVAR UMA MARCA ATINGINDO A TODOS E AO MESMO TEMPO SEGMENTANDO?
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ESTRATÉGIA | Escolha da garota propaganda
# Como personificar a cerveja?
# Quem seria a mulher que mais combinaria com as definições de DEVASSA?
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E AO FECHAR OS OLHOS...
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PARIS HILTON
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ESTRATÉGIA | Mídia
Aconteceu em 2 momentos:
Pré-lançamentoLançamento e manutenção
TEASER CARNAVAL
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TEASER
Bem misteriosa
TV
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TEASER
Bem misteriosa
RÁDIO
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TEASER
Bem misteriosa
RÁDIO
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TEASER
Bem misteriosa
internet
www.bemmisteriosa.com.br
#bemmisteriosa
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ESTRATÉGIA | Mídia
Pré-lançamento
TEASER
Filme TV
Site
Classe D + C + B + A
Classe C + B + A
Classe B + A
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FILME
TV
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SPOTS
RÁDIO
Samba Techno
FunkBossa
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SPOTS
RÁDIO
Samba Techno
FunkBossa
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SPOTS
RÁDIO
Samba Techno
FunkBossa
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SPOTS
RÁDIO
Samba Techno
FunkBossa
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SPOTS
RÁDIO
Samba Techno
FunkBossa
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Mídia impressa
Playboy
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Mídia impressa
Playboy
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Mídia impressa
Playboy
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Mídia impressa
Playboy
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Mídia Exterior
Mub
Mídia Alternativa
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ESTRATÉGIA | Mídia
Lançamento
CARNAVAL
# Maior consumo de bebidas alcoólicas.
# Patrocinadora da grande festa.
# Manutenção em veículos segmentados e de massa.
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STOP!
Essa brincadeira tá ficando vulgar demais...
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O CONAR
“O filme será retirado do ar, pois explora a imagem feminina, trata a mulher como objeto e baseia-se na sensualidade”
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Ok... Então deixa eu pensar...
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Rápida solução criativa
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RESULTADOSTeaser
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RESULTADOSTeaser
Mais de 10.000.000 de visitas
Trending topic durante uma semana
Mais de 80.000 twitts.
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RESULTADOSConar Mídia espontânea
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RESULTADOSCampanha
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RESULTADOSCampanha
1.143.789 Views do filme censurado
122.395 Views do filme liberado
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ATUALMENTE
Isto É. 13/03/2010
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OU SEJA?
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OU SEJA?
Mais mídia...
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