Overview of this campaign
To create a communication campaign to keep and reinforce a positive brand positioning of VANGUARDIA into the local community through printed media and national communities using digital tools.
To promote reading as a positive habit, which in turn, is the means of the printed media essence and information distribution.
Let people know, through indirect impact, that VANGUARDIA is a company concerned to build a better society, more cultivated and with a higher decision-making level.
Reinforce VANGUARDIA and its printed edition with younger audiences.
FEELINGS WE WANT TO GENERATE
PRIDE: We want the people of Saltillo (and of Mexico) to feel proud of VANGUARDIA and to perceive it as a high level brand.
ASPIRATION: We want the campaign to make VANGUARDIA desirable through empathy and let know we are always innovating.
SYMPATHY: To generate approach and affectivity.
Results for this campaign
“LEER MATA” was the VANGUARDIA 2014 campaign made to encourage the reading according to the advertising slogan “Lee lo que quieras, lee más” (Read what you want. Read more). It arises from the search of a better society through knowledge, learning, culture and the information approach of any personal interest.
There has been much talk in Mexico about the reading benefits, even though, Mexico still has a low reading rate compared to other countries. We want a more educated community with better opinions formed and with the tools to make better informed decisions.
Without a doubt reading strengthens us, make us better people and better members of communities where we wake up, study, work, socialize, vote, take a walk and live. Yes, read kills boredom, ignorance and mental barriers.
PEOPLE WHO GOT TO KNOW THE CAMPAIGN
General public: 64%
PEOPLE WHO LIKED THE CAMPAIGN
General public: 94%
GENERAL EVALUATION ABOUT CAMPAIGN ATTRACTIVENESS (1-5)
Subscribers: 4.55 / 5
General public: 4.29 / 5
PEOPLE WHO GOT MOTIVATED TO READ MORE
General public: 77%
POSITIVE PERCEPTION OF THE BRAND AFTER THE CAMPAIGN (1-5)
Subscribers: 4.41 / 5
General public: 4.17 / 5
PEOPLE WHO GOT MOTIVATED TO READ VANGUARDIA NEWSPAPER MORE THAN THEY DO
General public: 59%