Brand Positioning Campaign for Femme.
In this campaign, our main tagline highlighted how the service at Femme laboratories follows a pattern of humanization and kindness.
Everyone working in the laboratories and the clients served talked about feeling welcomed when they visited the laboratories. Why not tell everyone about it?
So, "Jeito Femme" (The Femme Way) was born. All online and offline ads would emphasize the Femme way of service, which is as unique as each woman.
In the first Key Visual (KV), we have the text: A laboratory that understands our individuality. Come to experience the Femme way of taking care of health: unique like each woman.
In the second KV: High technology that respects your well-being. That's the Femme way: unique like each woman.
The campaign also included informative pushes as reminders about the time to undergo the annual women's health checkup. There was even a virtual friend who would clarify the biggest female doubts about women's health in a WhatsApp-like conversation (a chat platform widely used by Brazilians).
Insight: At least 50% of women neglect to undergo preventive gynecological exams. Despite easy access to information, something in their daily lives causes these women to forget their exams or refrain from doing them for various reasons.
Idea: Create an artificial intelligence character with entirely human behavior to act as a best friend/confidante and interact with women through various channels: apps, social media, movies, live sessions, etc.
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