The boticario won three awards at the 10th Edition of the Lusófonos da Criatividade Prize, in Portugal, with the campaign “Zl que Inspira”. The initiative sought to deepen the brand’s connection with residents of the East Zone of São Paulo, encouraging local entrepreneurship through resale and revitalizing the region’s roads with graffiti capable of translating the local culture.
O Boticário was awarded with three silvers in the categories, Interactive Billboard, Activation on Public Roads and Direct Marketing on Public Roads. Based in Portugal, the award is the only one worldwide dedicated to exclusively recognizing the advertising and communication market in Portuguese-speaking countries. In the edition, more than 400 projects were evaluated by the jury in different categories.
The result reflects Boticário’s legacy in the continuous quest to get closer to the final consumer, including through regionalized strategies, capable of translating the local culture, empowering communities and generating identification.
Jacqueline Tobaru, Boticário’s regional marketing director, comments:
“We are the largest Beauty franchise network in Brazil with almost 4,000 stores spread across the country, which allows us to act robustly with regard to cultural diversity – which brings particularities even in regions when we think of a city like São Paulo . In the case of the East Zone, we identified a strong sense of community and belonging, which are reflected in the ZL project that inspires, from its conception to the activations created.”
For the executive, the international projection of the campaign is a way to take a little of Brazil and the brand’s legacy to the world. She finishes:
“It is a significant achievement, as it reflects the creative and cultural power of the East Zone of São Paulo. The recognition of this project represents another step in the brand’s regional marketing strategy, which is, above all, designed from the perspective of relationship and connection with our consumers in their individuality.”
The project, signed by the OpusMúltipla agency and thought exclusively for this very traditional region of the capital of São Paulo, was carried out after a survey with local immersion, which reinforced the prideo sense of communityo welcome e unity that permeate theser da zl”, so characteristic of those who live in the region.
The action featured three exclusive films and actions in different online and offline media formats. In partnership with Outdoor Social, the brand promoted special graffiti signed by the artists Galvani Galo and Anderson Trevisan with words inspired by the stories of the campaign’s resellers, as a way of leaving a legacy for the region.
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