While rebooting a brand can garner new customers and revenue streams, it’s also risky. One key risk is losing the core audience that powered the brand in the first place. However, with a balanced approach, you can rebrand while retaining your base. Here’s how we helped a client do exactly that.
The client’s telecommunications product was a strong seller throughout Latin America, but its appeal tended to heavily skew male. So the client rebranded to show how the product was also a fine fit for women and families. This involved new creative that emphasized the fit, including a fresh logo and a strong slogan. The challenge was ensuring the appeal to the men who were already faithful customers.
Aligning Audience Appeal
To help the client retain its base while introducing its fresh positioning, we helped them create a campaign with Bloomberg TV, which we exclusively represent in Latin America. With an audience of 10 million in Latin America, Bloomberg TV allowed the client to reach key decision makers and influencers, most of which were male.
However, the existing creative focused on the new audiences the client wished to reach—not the core male customer base. After considering several options, we realized that the appeal of Bloomberg TV hinges significantly on the stock market data that launched the Bloomberg brand in the first place. As such, we worked with the client to create a spot that integrated part of the new creative while tying it to a stock market databoard reflecting top stocks—in real time—for each Latin American market the spot would run in.
Ultimately, the spot showcased the connection between the client’s brand and Bloomberg while also integrating the new markets the brand was trying to reach. The end result was balance: the client rebranded successfully while reaching the elite male audience of C-suite decision makers that watch Bloomberg TV.
To find out how we can help you leverage the power of Bloomberg TV’s exclusive audience in Latin America, contact us at email@example.com.
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