Brand Awareness and engagement through memorable content.

Challenge:

Hoover, a well-known international brand with significant sales quotas in the United States, England, France, and Italy, had a huge goal: grow its business in Spain.

For the launch of its Rhapsody vacuum cleaner, we had to overcome two major difficulties that the brand had in the Spanish market:

• Lack of association between the brand and the product.

• Difficulty in identifying the target and therefore, reaching it.

Solution:

We started our strategy with a brand study and a media plan that included high-impact actions: 

• We detected the optimal target through an ad hoc market research.

• Continuity strategy to form and maintain brand memory (Digital + Radio).

• Branded Content tactic actions, aiming to give a dramatic effect that strengthens the brand and brings a "plus" of media relevance (Radio + OOH + Digital).

• Joint action with FOX, linking the product with the film of the year in 2018: Bohemian Rhapsody.

Results:

Brand Awareness increased: +14.6%
Digital campaign display: +4 Million
Viewability: +63.6%