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