Grupo Papelero Scribe: Scribe billboard
La Doblevida
What were the objectives for the creative work?
Business objective:
- To increase value market share by 10% in 2013 within a volume-oriented category.
Marketing objectives:
- Attract new consumers towards the value segment.
- Increase awareness among 15 - 25 year old target.
Communication objectives:
- Reposition the brand with a new communication target (15 - 25 year olds).
- To modify perception and improve brand health among 15 - 25 year olds.
- To stimulate engagement in the new communication target.
- Produce appealing and relevant content for a young audience, increasing interaction and dialogue in social networks...