The strategic objective was to generate brand awareness for Vivo broadband product (Vivo Fibra) among gamers (heavy and casual), a huge influential and increasing target in Brazil.
The business problem to address was that Vivo is a brand that was felt distant to the younger demographic and specifically gamers. And the scenario was made tougher by the fact that the telecom industry in the country was facing a very bad crisis and feedback from consumers, since it announced that broadband connectivity would stop being unlimited. Our client, being one of the industry leaders, got most of the heat, with likeability in social media achieving record lows in negative sentiment and complains.
The campaign needed to increase brand awareness and consideration indicators, while achieving positive likeability with the target audience.