Global Branding Brazil for Insites
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Transcript of Global Branding Brazil for Insites
Groep 2
Team 10
1. Setting the scene:
How to go from desk findings to hypothesis
2. Our concept board
3. Interpretation of the consumer feedback
4. Final concept board
5. Learnings
INDEX
SETTING THE SCENE: From desk findings to hypothesis
STEP 1: Desk research
Brands in Brazil
Characteristics of Brazil
Opportunities and threats
STEP 2: Deeper look at campaigns (successful/failed) in Brazil
STEP 3: Concept made of recurring facts, values and insights from cases
STEP 4: Making of hypothesis based on desk research 3 values:
Chauvinism
Insecurity
We-feeling
STEP 5: Converting 3 values into 2 concepts
Brazil as a nation
We-feeling from Brazilians
CONCEPT BOARD
CONCEPT BOARD
CONCEPT BOARD
CONSUMER FEEDBACK: JOHNNIE WALKER
Graphic aspect and the special effects are great!
Tagline ‘The giant is no longer asleep!’ fits with Brazil!
The ‘Giant’ emphasizes our pride of our country!
The actors and effects don’t fit with Brazil.
Every drunk man will feel appreciated and will be proud :/
Commercials about alcohol? That gives a wrong message!
The commercial shows the beauty of Brazil. That gives a positive image about Brazil!
CONSUMER FEEDBACK : JOHNNIE WALKER
Question Answer Conclusion
Do you know any other great commercials?
Havaianas, Tipo Net, Binchinhos da Parmalat, Bombril
Not one global brand was mentioned = They really like and are proud of local brands
Why do you like these?
They simply tell the truth and don’t make it over the top commercially. They work with the positive mood that every Brazilian has. A commercial has to lead to pleasure and happiness, but it may also contain some exciting aspects. Most of all, it has to give us a familiar feeling.
They don’t want a brand to promise them everything and giving nothing. Just the truth in a friendly spoken way
Why must a global brand use Brazil
Brazilians feel more connected to a brand when it reflects their habits, their country, their values. It’s important that the beauty of our country is shown instead of the i.e. the poor parts of it.
Connection between Brazilian people is huge. They truly rely oneachother.
CONSUMER FEEDBACK: COCA COLA
Very cool campaign.. But I did not know it…
This campaign is too much focused on just one part of our population: the youngsters.
That’s quite an old campaign, right?
I really do not remember it. But it will have been succesful because our youngsters love to post about everything
FINAL CONCEPT BOARD
One nation connecting through social
media & mobile
To conquer the Brazilian market companies
need to launch a shareable campaign that
merges the brand values with the national
pride.
“The commercial shows the beauty of Brazil.
That gives a positive image about Brazil! “
“I really do not remember it. But it will have been
succesful because our youngsters love to post
about everything”
PERSONAL LEARNINGS
Interesting to explore and discover more about anothercountry, its culture and its values
Surprised by:
the high usage of mobile devices in Brazil
the fact that they cherish their nation this much
the fact that public advertising is against the law
The Johnny Walker and Nissan commercials were very impressive
Hardest part was to find spot-on questions for the Brazilian consumers…
The online discussion groups learned us once again that authenticity and patriotism are very important
Groep 2
Team 10