Cases Brand & Experience

Eletromidia: From 8 in the ranking to leadership in less than 4 years.

/ Brand & Experience
/ motion graphics
/ graphic design
/ event branding

The challenge

After the acquisition of Eletromidia by the HIG fund, we were called by the company's CEO to organize marketing, reposition the brand and rebrand it.

According to him, despite having been in the market for a long time, even his father (at the time chairman of the WPP group in Brazil) did not remember well what the company did and its assets. In addition, many people mistook her for a competitor with a similar name.

Daniel Simões was clear: he wanted to make Eletromidia known for its essence, being one of the most innovative OOH companies, concerned with offering a consistent proposal to the market since its first day.

He also added: my KPI would be nominated this year (2016) for the Caboré award.

The method

What would initially be a consulting job, ended up almost turning into a profound turnaround job, involving marketing, branding, positioning and occupation of spaces via communication.

Starting with the creation of a creative, internal, and exclusive talent hub at Martin Luz, on the one hand we made a great immersion to fully understand the OOH market and its moment, as well as the entire Eletromidia business. Then we help organize the company's offerings as a Platform and not as a sum of individual assets.

We understand the consumer's journey (work, study, shopping, and entertainment). We created the figure of the Urban Influencer, that actor who makes everything happen in the cities, and we provided subsidies for a great job of evangelizing the market through the CEO and the commercial vice president, via roadshows, films and decks.

Finally, we improved the story-telling and the engagement of the marketing and advertising community with the brand, via advertisements and many videos / cases for the trade.

The result

According to him, despite having been in the market for a long time, even his father (at the time chairman of the WPP group in Brazil) did not remember well what the company did and its assets. In addition, many people mistook her for a competitor with a similar name.

Daniel Simões was clear: he wanted to make Eletromidia known for its essence, being one of the most innovative OOH companies, concerned with offering a consistent proposal to the market since its first day.

And he added: my KPI would be nominated this year (2016) for the Caboré award.