Map of communication concepts and territories that connects the essence of the business with cross-generational truths.
Creating a campaign capable of deeply connecting with its consumers involves empathetic listening and careful analysis to understand their needs, expectations and, of course, how they perceive and relate to the brand.
In this project, our challenge was to find angles to communicate a new line of services that would strongly connect with Generation Z, without excluding other generations. For this, in addition to analyzing previous studies carried out by the company, we talked to people of different ages and realities around the country. We discussed their life’s pursuits, focusing on themes surrounding the use of the service and the brand’s impact on their routines.
From there, we developed Strategic Communication Territories: we unite people’s truths (contexts, behaviors, feelings and tensions) with the truths recognized in the brand or product (emotional and functional relationship, brand moment and product differentials).
In addition, throughout the entire project, we applied our analysis methodology in a process of constant exchanges with a creative team to reach territories with creative fertility – after all, there is no point in a territory having a perfectly aligned strategy that does not instigate a campaign that comes out of the commonplace. Finally, after a month of the project, the 4 main territories were presented to the client and agency team in a co-creative workshop.