Publicação
Oliveira da Serra plot placement: case study
| Resumo: | This case study has the objective of presenting the successful example of the plot placement of a Portuguese olive oil – Oliveira da Serra. The brand had the objectives of increasing their advertising awareness, emotionally involve their consumer and reach market leadership. When both the olive oil category and the advertising scene are saturated, this imposed a double challenge to successfully communicate and impact sales of products in this category. In order to cut through the advertising clutter and reach the consumer in an innovative manner the brand collaborated with a TV station, embedding the product in the plot of the telenovela Laços de Sangue, which resulted in a media first in the Portuguese market – a plot placement. |
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| Autores principais: | Júlio, Bianca Brecha |
| Assunto: | Communication Media Product Placement Olive oil Comunicação Azeite |
| Ano: | 2012 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso restrito |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | This case study has the objective of presenting the successful example of the plot placement of a Portuguese olive oil – Oliveira da Serra. The brand had the objectives of increasing their advertising awareness, emotionally involve their consumer and reach market leadership. When both the olive oil category and the advertising scene are saturated, this imposed a double challenge to successfully communicate and impact sales of products in this category. In order to cut through the advertising clutter and reach the consumer in an innovative manner the brand collaborated with a TV station, embedding the product in the plot of the telenovela Laços de Sangue, which resulted in a media first in the Portuguese market – a plot placement. |
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