Media > Target Audience
COQUEIRO NETWORK IS ON THE AIR
ALMAPBBDO, Sao Paulo / QUAKER / 2004
Awards:
Overview
Credits
Overview
Audience
Despite the all the tradition behind the Coqueiro brand, consumers were still unaware of its entire portfolio. The challenge, therefore, was to show the mostly female consumers the extensive variety of flavours and seasonings offered by the brand and to demonstrate how practical it is to prepare many different recipes based on the product.
Effectiveness
The visibility, the unusual format and the unique trading of recipes and helpful hints among the presenters brought such favourable results to the brand - contributed to consolidate the leadership, making its share of marketing grows 3% - and to the TV channels involved that the programmes’ lengths were spontaneously increased by two to three times without any additional costs to the advertiser.
Execution
We used the top women’s programmes on the five largest networks in the country, where we were able to present the brand’s entire product line in innovative and high-impact product placement actions. The 'Coqueiro Network' was broadcast live during three different schedules: Morning - three channels: Band, Record and RTV!; Afternoon – four channels: SBT, Record, Band and Gazeta; Evening - two channels: Band and RTV!
MediaEffort
The product benefited from an extremely relevant atmosphere, using an age-old recourse – product placement - but in a very innovative way: presenters from different TV channels talking on a live link – the Coqueiro Network – and trading their recipes and helpful cooking hints while in no way departing from the editorial content of the programmes. This event, unique on Brazilian TV, in addition to surprising viewers, also generated spontaneous media in the TV gossip magazines.
MediaStrategy
Coqueiro’s target audience strongly identifies with women’s, and variety programmes. On these programs, which enjoy excellent ratings, subjects of interest to women are talked about. And these, naturally, include cooking, with recipes and helpful hints on how to make life easier in the kitchen. The idea was to reproduce among viewers a Brazilian custom: trading recipes and helpful hints for preparing them. We were able to get the presenters together, networked live, throughout all Brazil and to execute this action simultaneously on all the channels with the presenters interacting and giving recipes and helpful hints to each other.
SpecialCredits
Cristiane Pereira, AmapBBDO, Account Manager
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