The campaign that built dialogues with a northeastern accent.
Client
Consul
Year
2021
Consul is recognized for creating innovative products that make people's daily lives easier. But through research led by Eixo, we found taboos, cultural barriers and a lack of a legitimate connection with consumers in the northeast.
Impact
We carried out behavioral research to identify the most relevant issues in each Northeastern state when it comes to taking care of clothes. From this, we created and launched a campaign that integrated data and geolocation in all pieces.
Entertain
We dialogue with consumers according to the cultural characteristics of each state. We called on influencers to help dispel some myths and show their way of washing clothes. We create film, POS and OOH materials.
Sell
In addition to celebrating northeastern culture and helping to build value for the brand, the campaign brought Consul closer to the local public and was responsible for a 400% increase in washing machine sales in the region.
Results
115mm
Impactos
400%
Crescimento de Vendas
Collab com Eixo
Consul Nordeste
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