APA – Portuguese Environment Agency
Transforming organic waste into collective awareness.
The challenge
Biowaste is an environmentally relevant topic, but it is often undervalued or overlooked in citizens’ daily lives. The challenge was to make this message simpler, closer, and more memorable, raising public awareness of the importance of separating and recovering organic waste.
The campaign needed to generate awareness, create repetition, and reach different audiences across various moments and contexts of contact with the media.
Approach
A 360º strategy was developed, based on a combination of high-reach media, digital formats, and proximity activations.
Television and radio ensured coverage and frequency, while OOH reinforced the campaign’s presence in an urban context. Press added credibility to the topic, and digital made it possible to segment audiences and extend the reach of the message.
Gaming actions, influencers, shopping centre activations, and presence in television programmes were also integrated, making the campaign more experiential and relevant to different audience profiles.
The strategy was planned to maximize impact, reach, and repetition, ensuring a consistent, multichannel presence.
Performance & KPI’s
AXN
Make communication part of the narrative.
The challenge
Communicating the premiere of Red Eye, AXN’s new series, in a distinctive and impactful way, capable of standing out in a context of intense competition for the audience’s attention.
More than announcing a new series, the challenge was to create immediate curiosity, generate awareness in a short period of time, and build a connection between the campaign and the narrative universe of the series itself.
Approach
A special television moment was created, inspired by the breaking news format, in which a “journalist” reported, first-hand, a news story related to the theme of the series.
This approach made it possible to turn the communication into unexpected and engaging content, bringing the campaign closer to the language of Red Eye’s own narrative.
The television activation was complemented by a digital campaign, ensuring message amplification, greater reach, and reinforced awareness among the most relevant audiences within a short period of time.
Performance & KPI’s
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