Mauá Cement
Campaign
The concept developed for the 2018 campaign addresses all audiences in the product's sales cycle using humor.
The concept highlights attributes and also speaks to the store owner, the clerk, the buyer, and the specialized professional workforce. The message is advertised with endorsement from experts. The product, already Top of Mind in the market, is reinforced by its own attitude: “There's no better".
Tag line_ "There's no better"
Better for what? The best for higher quality jobs and finishing touches.
Better for whom? The best for retailers and consumers, because it guarantees
good results and is cost-effective.
Why better? The best because it's economic, resistant and dries quickly.
Insight
Who knows about cement uses it. (specialized professional)
Who knows about cement suggests it. (clerk)
Who knows about cement sells it. (store owner and clerk)
Who knows about cement buys it. (consumer)
Strategy
Consumer material
POS Posters
Trade material
Broadside and Game App
