DESAFIO

A Aliansce Sonae é a maior administradora de shopping centers do país. Desde 2016, a Edelman é a agência responsável pelas campanhas de 9 empreendimentos em São Paulo, Campinas, Franca, Manaus, Goiânia, Uberlândia e Londrina.

ESTRATÉGIA E EXECUÇÃO

For the 2019 Mother's Day campaign, the inspiration was the childhood phase when children begin to speak, creating their own language that often only their mothers understand. Based on the concept “She is the one who understands you the most”, the communication brought emotion and fun to the pieces, with the little ones saying in their own way what they think of their mothers.

RESULTADOS

The paid media strategy, which included a TV film, Pay TV and social media, Instagram Stories, radio spots, blitz and print media pieces, impacted more than 58 million people during the campaign period.