LAYS EXTRA CRUNCHY

941 palavras 4 páginas

PUBLICIDADE DIGITAL
Prof. Hugo Faria

Realizado por:
Luis Pinheiro | Paulo Ferreira | Pedro Pereira

DNA

Inserida no portfolio da PepsiCo Portugal

A Matutano é uma das marcas mais reconhecidas em Portugal graças ao sorriso característico do seu logotipo, recuperado em 2009 e que se tornou na sua imagem de marca.
A sua origem remonta a 1965, foi fundada a Matutano & Pet Milk SA, uma empresa dedicada exclusivamente ao desenvolvimento de batatas fritas. Atualmente conta com um portfólio diversificado de produtos, incluindo snacks (3D, Boca Bits, Fritos e Mix) e uma gama de frutos secos tostados no forno lançada em 2009.
Integra-se no mercado dos Snacks.
Marca com elevada Quota de Mercado, fortemente inserida nos principais canais de distribuição. Strategy

Objetivo principal

•

lançamento do conceito- LAYS Extra-Crunchy

•

A estratégia visa a notoriedade do produto através webdisplay advertising em diversos meios. •

Sendo o lançamento de um novo conceito/produto o principal objetivo é alcançar o máximo de reach para promover notoriedade.

•

Escolhemos os canais em função da sua capacidade de reach, e afinidade com os gostos do target definido para o efeito. Jovens a iniciarem as férias de verão, e com elevado nível de socialização

•

Para um maior engagement serão utilizados formatos como o richmedia, advergamer e microsite. •

No microsite disponibilizámos um jogo user friendly de entretenimento para todos os utilizadores. O jogo consiste em colocar batatas dentro do saco em tempo record.

Tactics

FASE 1
• Objectivo principal: Notoriedade através de máximo reach

• Objectivo secundário: despertar interesse através de drive to microsite
• Placement: Sites Generalistas
• Aquisição: Takeover
• Formato: Rich media e MREC
• Investimento: 80% budget
• Duração: 2dias

FASE 2
Objectivo principal: Engagement
Objectivo secundário: manter mensagem e aumentar interesse no gamming para aumento do drive to microsite

Placement: Sites Temáticos
Aquisição: CPM
Formato:

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