The campaign, created by OMZ, has a jingle interpreted by the singer and a team of experts to evaluate the product.
Votorantim Cimentos launched a campaign with a 360 communication strategy, starring the singer Leonardo and with the objective of presenting the new packaging of its cement brands.
The campaign, created by OMZ, brings the concept too good and counts on the creation of a jingle interpreted by Leonardo. In the film, the brand features a team of experts who evaluate the product
We created a popular and easily understood concept, which conveys the superior quality of Votorantim Cimentos’ products. As it is a great moment for the corporate brand, the channel strategy was designed to impact the final consumer and the work professional in different formats, online and offline, explained Mayra Cordeiro, executive director of service and creation at OMZ.
The campaign is broadcast on open TV, regional versions, radio spots, content on the brand’s and the singer’s social networks, actions at points of sale, gifts and internal communication.
In addition, the play extends to football territory, with branded content on the fans’ channel and with the presence of presenter Craque Neto, who will use his TikTok and Instagram to create content related to the product.
Based on our new corporate brand, we did a very careful job, with qualitative research and tests with external and internal audiences to develop our new packaging and define the campaign strategy for our cement brands. Our objective is for the new packaging to reflect the strength of our brands in all regions of Brazil, said Hugo Armelin, director of Marketing, Commercial and Concrete Operations at Votorantim Cimentos.
