Work
Una botella de Branca,
más de 12 vasos
Junto a Fernet Branca, logramos una campaña que transformó un dato tangible en una experiencia emocional para los consumidores.
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El centro de la comunicación se basó en el rendimiento, una botella de Fernet Branca rinde doce tragos. La campaña conectó este dato del producto con la presencia del número 12 en la vida cotidiana y con momentos: doce vasos significan más reuniones con amigos, más salidas, más previas, y más momentos compartidos, todo con una sola botella de Branca.
Además, la campaña ha sido destacada por META en su evento META DAY como caso de éxito por la implementación de contenidos creativos que siguen las mejores prácticas de medios digitales.
Con esta campaña, no solo pudimos amplificar una característica clave del producto sino también crear una propuesta innovadora que cree una conexión emocional con el público.
Día mundial contra la lucha por el cáncer de mama
Desafiamos la censura porque hay cosas que no pueden esperar.
Durante el mes de octubre llevamos adelante junto al equipo de Farmacity una campaña por el “Día mundial de la lucha contra el cáncer de mama”. El objetivo fue darle mayor visibilidad y difusión a las prácticas que pueden salvar vidas.
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Esta campaña nos llevó a desafiar las políticas de Instagram sobre las imágenes sensibles relacionadas a violencia o al contenido sexual, las cuales generalmente son censuradas o sobre las cuales los usuarios reciben una advertencia con la imagen desenfocada antes de poder verla. Ante esto, nos pareció que sería una buena idea tomar esa advertencia, ya reconocida por los usuarios, y resignificarla. En lugar del icono de un ojo tachado, colocamos un ojo abierto ubicado en un sitio clave, para evitar que la plataforma desenfoque las imágenes.
De esta manera, logramos darle a la causa la visibilidad que buscábamos. La comunicación se centró sobre todo en consejos, prácticas y estudios de prevención y en transmitir hábitos de cuidado hackeando a la plataforma y difundiendo el mensaje central: prestar atención a los síntomas a tiempo, puede salvar vidas.
Sumale papas a tu suerte
Uno de los alimentos más queridos por los argentinos merecía ser celebrado durante todo un mes y lo hicimos con el “Mes de la papa». Aprovechamos la oportunidad para ampliar la comunicación de McCain, no solo digital sino también en la vía pública, asegurándonos que el mensaje llegue a cada rincón.
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Nuestro objetivo fue una estrategia de comunicación 360, en la que combinamos diferentes acciones. Desarrollamos desde el concepto creativo, hasta la dinámica de los sorteos. Con el desafío de amplificar la campaña, creamos KV y visuales para cada medio, abarcando los digitales, la vía pública y los puntos de venta.
La campaña «Con McCain sumale papas a tu suerte» premió la fidelidad de los consumidores en sorteos semanales durante todo agosto y más de 5.000 personas participaron de los sorteos. Logramos convertir un día en un mes inolvidable.
Botella Dorada
Aprovechamos la potencia del mundial de Qatar para crear un mensaje que continúe reforzando los atributos y equities marcarios de Fernet Branca. Nuestro objetivo fue hackear el evento más importante del año desde un ángulo diferente, inteligente y único.
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100% Nuestro
We faced the challenge of increasing the visibility of the campaign during the World Cup 2022 without being sponsors and in a country where alcoholic beverages were forbidden. We had a unique opportunity to highlight the presence of Fernet-Branca within the context of soccer, leveraging the Argentinean essence of this drink.With this valuable insight, we developed a bold, creative strategy to capture the audience attention.
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We partnered with renowned media and content creators, such as Un metro adelantado, who shared stories highlighting the connection between Fernet and Argentineans' passion for soccer. Moreover, we used advertising spaces during the matches broadcasted by Cadena 3, generating an impact at key moments. We also explored new opportunities with the innovative streaming medium Gelatina, where we had a special correspondent in Qatar covering all the excitement of the World Cup.
This comprehensive strategy allowed us to position Branca in the audience's mind and create a significant impact despite not being one of the official sponsors.
Va con todo – Always on.
The challenge was to create a conceptual platform for McCain's social media during 2023 that was aligned with the brand pillars and positioning.
For the proposal, we thought: how can we renew McCain's digital communication and make a difference? We realized that we had a fun, delicious product that can be eaten at any time and place and that everybody loves. It is something that doesn't go unnoticed, is easy and fast to make, and joins people together because we all love it.
Then, the answer became clear. We had to create content that was just like McCain. Fast and dynamic, like its preparation; powerful and hypnotic, like its smell and taste; and memorable, so people keep choosing us every dayThat is why we decided to make the most of McCain's social media and create snack content, fully adapted to digital language to reach the whole planet. Because, if there is something that we all like, it's fries. Whether you are a vegetarian, vegan, concerned about sustainability, or a finger-food lover, there will always be a McCain product for you.
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Our fries are there when you're looking for something fast to make, when you want variety, or you are hanging out with your loved ones. They are perfect to enjoy with your grandmother, your partner or your friends. They are appreciated by farmers who love our land and work for naturalness, and they are the perfect ally for home cooks.
That is why we developed the concept: "McCain va con todo" ("McCain goes with everything") , because our brand adapts to all people and situations, becoming the perfect choice to enjoy at any time.
Decime amistad sin decirme amistad.
The challenge was to connect with the new generations using insights from our target and partnering with the most relevant digital influencers. Our objective was to strengthen our brand positioning, highlighting our leadership and personality, and drive innovation in every aspect.
Our agency came up with a strong proposal that included strategy, creativity and a media plan, managing to dominate all digital media of interest for our audience and widely overcoming the initial objectives. Starting from the premise that friendship has a language of its own that we only understand from within, and that, these days, stickers, emojis and memes are the way to express our feelings and emotions, we developed the concept: "Decime amistad sin decirme amistad" ("Say friendship without saying friendship").
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This concept was implemented in different communication pillars. On Friendship Day, we wanted to be part of friends' gatherings, so we surprised them with a special gift: a mini bottle of Fernet-Branca thanks to our partnership with the delivery service Rappi. In the same way, in collaboration with Cabify, we made sure they could enjoy themselves and get home safely.
Moreover, we created a website called "Send FERNET," where, during the entire month of August, people could send memes to their friends and, in exchange, they received a free Fernet-Branca.
Regarding media, we achieved wide coverage through our target's consumption channels. Our campaigns reached a total of over 16 million users throughout the country. We generated about 4.6 M mentions of the hashtag #DecimeAmistad on Twitter, and the conversation volume reached 8.2 M. Also, we achieved more than 10.9 million interactions. With our creative concept "Decime amistad sin decirme amistad," we managed to connect with our audience in an authentic and emotional way, generating a significant impact in the community.
Primavera Sound
The brief challenged us to keep the same message going for five months and generate awareness about black diamond filtration. To ensure the message was well received and get feedback about the most effective creativity, we implemented a continuous follow-up through a brand lift in platforms such as Google and Meta.
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We developed a comprehensive strategy that included multiple channels to reach our target audience. Through carefully designed ads and impactful messages, we managed to capture the audience attention and generate awareness about black diamond filtration.
Using Google and Meta brand lift tools, we obtained valuable real-time data and feedback about how our message was being received. This allowed us to adjust and optimize our creativity to maximize the impact and effectiveness of the message. During the five months of the campaign, we managed to remain strongly and consistently present in the mind of our audience. The results obtained through the brand lift metrics confirmed that the message was being well received and created the desired impact.
Always on
TOP OF MIND. TOP ON DIGITAL MEDIA. We faced the challenge of constantly evolving to connect with the new generations in ever changing platforms and formats. With a wide target and the need of constant communication, we developed a powerful proposal: highly segmented quality content with messages that generate identification with our audience. Always up-to-date and close, without losing our essence.
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Through a strategy based on clear insights, we created lines of creative content focused on each segment and the new consumption moments. We produced high-quality material and supplemented it with a robust media plan that provided us with valuable information about our target on a monthly basis.
Results speak for themselves: we are the fan page with more followers in our segment in Argentina, reaching over 21 million unique users. Our contents have had an impact more than 250 million times throughout the year. We are proud of having reached this level of success and will keep moving forward toward new goals!
After coffee
We were in charge of the whole process, from creating the campaign concept to implementing all the communication in social media, and we developed a robust media plan to ensure its effective promotion and reach the right target.
Our strategy was comprehensive, encompassing all the necessary aspects for the success of the campaign. We created captivating, surround content for social media, generating a large impact and increasing the visibility of our brand. Through a combination of organic posts and advertising spots, we managed to capture the attention of our target audience and generate a significant interaction.
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But we didn't stop there. We made sure we were present at each step of the way, providing full coverage of the launching event. We captured key moments in real time and subsequently created content to show everything that happened that day. This allowed us to keep the enthusiasm and interest in the campaign even after its launching, generating a lasting impact on our audience.
Lollapalooza 2023
We faced the challenge of continuing to build in the territory of music and strengthen our alliance with this prestigious festival. Our main goal was to connect with the new generations through a concept and a campaign that adapted to their needs and sensitivities.
We were convinced that Lollapalooza, more than just a music festival, has turned into a magical world, full of unique and surprising experiences. So we asked a critical question: who better than us to capture the unique essence that defines the Lollapalooza festival?
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Under the concept "Suena Branca, suena único" ("The Branca sound is unique"), we developed an impactful campaign that was implemented during one month and a half. We created captivating contents that blended music with times of consumption of our brand, building hype before the festival.
Since we know about the excitement prior to a great music event, we decided to create a collaborative playlist that gave everyone who added songs a chance to win tickets for the festival. Over 10,000 Argentineans participated in the contest, which not only increased our database, but also let us hang out with our audience before the festival.
During the festival, we were present at each relevant moment, capturing the essence of the event and sharing content in real time. Besides having a strong creative concept and an impeccable production, we implemented a robust media strategy that allowed us to dominate the main digital channels focused on Generation Z.
This campaign allowed us to keep creating a significant bond with the new generations.
Destapá tu verano y viví más fresh
We faced the challenge of developing a creative concept for a campaign for Aguas Saborizadas Fresh ("Fresh Flavored Water") conveying, in an innovative way, that we are the perfect ally for our audience's meals and pocket.
The brand has always promoted freshening up during the summer, but, this time, we wanted to go further. We wanted to reveal our interior and encourage everybody to do what they really want to do without fear or obstacles.
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That's how this concept was born: "Destapá tu verano más fresh" ("Uncap your fresher summer"). Through smart headlines, we invaded digital media and motivated Argentineans to live in a fresher way, without restrictions.
Our campaign managed to connect with people in an emotional and persuasive manner, inviting them to enjoy authentic and refreshing moments with Aguas Saborizadas Fresh.
Arte único
We faced the challenge of topping the record of registrations in the Arte único ("Unique Art") contest. We implemented a comprehensive strategy that included a detailed follow-up on a weekly basis, the integration of marketing emails, and the creation of dashboards to monitor results in the different media.
We developed a campaign focused on building interest and increasing participation in the contest. We strategically used marketing emails to reach our target audience and encourage them to sign up for Arte único. Thanks to a personalized and creative approach, we were able to capture the attention of potential participants and increase the number of registrations.
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We also implemented dashboards that allowed us to monitor and analyze the results of our strategy in the different media in real time. This provided us with valuable information to adjust and optimize our actions throughout the campaign, ensuring we obtained the best results possible.
We topped the record of registrations in the Arte único contest, proving our ability to design effective strategies and have a significant impact on the audience.
Vermut Week
We faced the challenge of positioning our brand as the creator of Vermouth Week, a unique, pioneering event in Argentina. For the second year in a row, we dedicated one week to carry out several activities in Carpano's bar circuit, but this time we extended our presence to other key provinces for our brand.
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At Basso Brovelli, we focus on the digital side and thus we developed geolocalized messaging strategies, using innovative platforms that strengthened our media plan and allowed us to reach different segments of the target audience. We created an interactive map with all of Carpano's locations and a calendar, so our followers could schedule the events. During the event coverage, our challenge was to stream the whole festive experience online through social media. We managed to make the magic go through the screen and shared the experience with our online community in real time!
Vamos viendo
Verdeflor, a brand with a wide variety of yerba mate, needed an umbrella concept to present all its variants and communicate its personality. Our proposal: since mate is our partner during our most relaxed times and when we need to unplug, we created the concept "Vamos viendo" ("We'll see") that invites you to enjoy it in a more spontaneous way, when, how and where you want, with options to choose from for your day. Verdeflor is for those who have turned mate into a habit and enjoy the quietness of following their instincts. It is perfect for people with a defined taste or that prefer to explore new blends. For those who drink mate with pastries, alone or with whatever. They don't know what tomorrow will bring and they don't need to know.
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To launch our main concept, we decided to create brief stories based on insights that connected with our target audience. We showed situations in which different characters reacted, reflecting their spontaneous spirits when facing the unexpected. Always faithful to our motto, "Vamos viendo." We used storytelling as a resource to surprise in an ingenious and fun way, and gave life to these stories through animated illustrations with a close, personalized style that allowed us to convey the attitude of our concept.
Content Creators
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A tan solo 4 meses de haber asumido la gestión de la cuenta, esta acción nos permitió obtener los primeros comentarios positivos en los perfiles de la marca.
