Page 40 - BrandZ Top 50 Most Valuable Latin American Brands 2015

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CHILE
THOUGHT LEADERSHIP
TOP 50 MOST VALUABLE LATIN AMERICAN BRANDS 2015
ANNETTA CEMBRANO PERASSO
CEO MEC, Chile Annetta.Cembrano@mecgobal.com
"NEW MEDIA, OLD FASHIONED VALUES"
In the last decade, digital media has seen strong growth: multiple platforms such as e-readers, tablets and smartphones present many channels for a continuing flow of messages, content and images. In this context, do we still consider TV the main media for brands to connect to people´s homes and hearts?
In fact, what we see today is that instead of being undermined by
digital media, TV has retained its place as the core brand advertising medium in all market territories, and promises to remain so for the foreseeable future.
Although TV has kept its relevance, there
is a transformation happening in the media environment surrounding it. We see a media ecosystem characterized by multi-screening and people accessing their favorite stories through multiple channels. They are watching open and cable TV, recording programs or listening to their favorite music via YouTube; reading newspapers and watching their preferred content (movie, series or shows) on their computer; but also in the palm of their hands – on their cell phones – they are watching, streaming or downloading video. Social media travels mouth to mouth in a multi-scale buzz of instant wonder, novelty and harsh criticism. Tomorrow’s newspaper or magazine will comment on the already “old” content, and the circuit of content-exhibition-conversation will start again.
In this scenario, we believe the way for a brand to get attention lies in its story and in its capability to deliver messages that identify with the audience because they are true and authentic, in harmony with the brand, and with people’s lives.
A TEST OF CHARACTER
We had an interesting challenge this year as the media agency of ABASTIBLE, a gas distribution client. The challenge was intensified because
the rival company is very popular due to a long- standing advertising campaign featuring a funny dog that represents Chilean character traits in a very witty way.
In the course of the year, a major TV national network broadcast the Master Chef talent show, looking for the best chef. One of the finalists was a lady in her eighties, who was immediately liked by all audiences across age and social brackets because she – and her excellent cooking – represented precisely the permanent values and warmth of a traditional household.
Taking into consideration her charisma and personal characteristics we chose her as the
main character for our client´s ad campaign. This campaign features Juanito, the company man, who delivers the gas bottles to the home of the lady chef, where humorous and idiosyncratic situations then take place. TV was selected as the core medium to broadcast the spots. In addition, the campaign included social media, internet, radio and outdoor. Popular newspapers interviewed
Sra. Eliana (Naná), our lady chef, broadening the impact of the campaign by creating conversations about her and how the brand continues to supports her talents. In addition to TV the campaign used digital and traditional media. The conversation was held across social media with radio and newspapers capturing that coverage too. Emotional engagement through identification with a main relevant character was the key factor.
The result of this campaign was the recognition of our client´s brand by the public, diminishing the previously existing brand gap with its main competitor.
We believe that as long as great brands discover simple, identifiable, and relevant core values that can remain untouched, new and changing media will always add value to their growth.
MEC is committed to growth. Growth for our people, our clients and our industry. MEC pushes the boundaries of what’s possible in order to thrive in Digital / Mobile / Search / Social / Performance Marketing / Data / Analytics / Insight / Sponsorship / Branded Entertainment / Multi-cultural / Content / Retail and Integrated Planning. Our 5,000 highly talented and motivated people work with category-leading advertisers in 93 countries and we are a founding partner of GroupM. #dontjustlivethrive.
www.mecglobal.com