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.
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.
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.