Add to Collection
About

About

After a first institutional phase of communication, Semapa issues bonds with a campaign by Tux & Gill. The campaign was planned in two phases. A… Read More
After a first institutional phase of communication, Semapa issues bonds with a campaign by Tux & Gill. The campaign was planned in two phases. An institutional campaign, from February 23 to 29 aimed at communicating brand values , key events and associate the brand to its two main companies, Portucel and Secil.
Then, from March 1, 2012, a 2nd wave of communication was launched to inform the public about the bond issuance (3 years bonds with a very attractive fix rate).

The first phase creativity consisted in creating backgrounds allusive to the activities of two companies (cement and paper) while conveying brand values (solidity, transparency) where a calm and assertive memorable message was placed: “It is not by chance ” followed by a proven fact ” that Semapa is one of the largest industry based exporters of Portugal”. In radio, the agency created a signature sound for the brand based on paper sheets and a concrete blocks effects.
For the 2nd phase, the creativity kept consistent with the initial visual and sound moods as well as in terms of construction of the message, stating again “It is not by chance” followed by a new message: “that Semapa provides an attractive profitability.” A promise topped by the most important element: the interest rate of 6.85%.

While the first phase had press and radio ads, the second one was displayed in press, MUPI, Webvertising and radio, as well as on posters, leaflets and POS holders for the branches of the two placers (Barclays and BPI). Read Less
Published: