Explanation of how the campaign was designed, respecting the strategic orientation indicated in the PTC (Creative Work Plan):

 

 

Regarding the objectives of the campaign, year together and through all the pieces elaborated, it is believed that the campaign in fact promotes and informs about i Living Labs in order to reach the variety of individuals as desired. All this conveyed in a simple, clear and creative way, as defined.

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It can be said that this entire campaign, carried out by the group, has a very original positioning, through a creative and strategic process that takes into account several aspects, including the market, the target audience and the values of the brand.

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A value proposition was also delivered, which, as previously defined in the PTC, is a promise that appeals to the main benefit of the project and the way it is being transmitted.

A central message was created that conveys the attributes/benefits that the student acquires and that will be the reason for participation in the project.

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In addition, the tone of the campaign consists of a relatively formal and informative tone, but it is still cheerful when using a certain approach on certain platforms, in the face of wanting to convey a more "open" speech and in a more fun and relaxed way. This creates the desired environment and connection between the campaign and its consumers/students.

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