JOBS WE SERVICES JOB WE WANT A TRUCK Avia distributes home heating diesel in different provinces in collaboration with different well-known companies in the area. That gives rise to a campaign at a time when the construction of the brand is at an intermediate point for this type of product: the brand has a different surname depending on the area. Avia Sumoil, Avia Cesar Augusta .. The response mechanics also change. And the offer also changes, depending on the province. How to make a campaign for everyone that respects the particularities, and at the same time builds a brand, and above all, sells? Strategic definition / 360º campaign / Radio / E-mailing / SEM APPROACH The great effort of this campaign was made in the phase of media selection and identification of the target audience. The main target of this type of product lives in single-family homes, and it is not easy to identify and select this audience to make the investment profitable. Obviously, a mass media campaign would not have been profitable, since Avia does not operate throughout the country, and furthermore, the audience for this product is not between 2-8% of the population. DEVELOPING After the effort in the media, especially in the digital scene, we were clear that the message had to help identify the target. What differentiates the user of diesel heating from the user of normal heat (electric, gas, pellet, butane…) is not the radiator at home, or the hot water. The difference is that the first one comes to a tanker to load the boiler. That is why we are committed to creativity with the truck at the center. And that at the same time it complied with the general tone of the brand: close, direct, simple and positive. The main mass medium was going to be radio. Therefore, we bet that the truck would have a leading role in the wedge, and that it would be contagious. The result: "To be happy I want a truck, but with diesel heating." We use our own and third-party cookies to improve our services and show you advertising related to your preferences by analyzing your browsing habits. If you go on surfing, we will consider you accepting its use. You can change the settings or get more information here . Communication acc Bilbao. C / Diputación nº 8 - Ppal. Apartments 1-2-3 - T. 94 ... see telephone / Donostia-San Sebastián. Cº Portuetxe nº 18 - 2C - T. 943 ... see phone Legal warning Privacy Policy cookies