Media and communications
___________Detect Communication Insights in Spain and Italy
INITIAL SITUATION
The communications agency detects communication territories because its client was considering an evolution in its brand communication strategy that would be relevant for all targets, both current and potential.
METHODOLOGY
In order to find the right course, a qualitative exploration study with several phases was proposed, which helped us to determine the course to follow. The first phase involved a 360º analysis of all the experiential aspects of the category which allowed us to detect insight opportunities to democratize the problem of hair loss. In a second phase with the agency we worked on powerful communication insights and some initial value proposals that would help to break down existing barriers towards the category and instead place it as the brand to revolutionize the category. In a third phase, the value proposals were tested and the winning territories were defined.
OBJECTIVES AND RESULTS
An exhaustive image analysis of both the client’s brand and the brands that make up its competition.
Opportunities were identified that allowed the agency to democratise the message through defining powerful communication territories.