san miguel eco: estratégia digital / universitat autònoma de barcelona
DESCRIPTION
Projeto desenvolvido para o lançamento de uma cerveja ecológica da San Miguel como trabalho de conclusão da especialização em "Estratégia Digital e Criatividade Interativa" na Universitat Autònoma de Barcelona (2011). O principal desafio era a definição do público-alvo, já que depois de um bom tempo de pesquisa constatamos que o público ECO fervoroso não aceitaria muito bem um produto ecológico vindo de uma marca de massa como a San Miguel na Espanha. Era necessário buscar uma linha de comunicação que fosse mais interessante e menos politicamente correta. Daí surgiu a ideia de lançar a nova cerveja em meio ao lançamento de uma nova “filosofia” de vida: o movimento Mellow. Eleito melhor projeto final eleito por um júri de professores e profissionais de Publicidade e Marketing. Clique aqui para ver a apresentação no Prezi: http://ow.ly/8vCME Equipe: Bruno Figueiredo, Ileana Cortez, Miriam Carrasco e Vanessa d'Artigues.TRANSCRIPT
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