Grupo Papelero Scribe: Scribe billboard

This case study describes how Grupo Papelero Scribe in Mexico repositioned the Scribe brand to attract a younger demographic.

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...

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