{"id":2217,"date":"2019-01-21T10:06:03","date_gmt":"2019-01-21T10:06:03","guid":{"rendered":"http:\/\/www.mosaiking.com\/?p=2217"},"modified":"2019-01-21T10:06:03","modified_gmt":"2019-01-21T10:06:03","slug":"la-bona-campanya","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/la-bona-campanya\/","title":{"rendered":"La bona campanya"},"content":{"rendered":"

La setmana passada vaig presentar el meu primer llibre\u00a0Aroma de marca<\/span>\u00a0<\/em><\/a>a Reus. A la llibreria Galatea. Com diu el meu cunyat, la Galatea de Reus, en el m\u00f3n dels llibres, \u00e9s el mateix que Wembley en el m\u00f3n del futbol. Arran de la presentaci\u00f3 a Reus, un dels assistents em va donar les gr\u00e0cies pel que vaig explicar: s\u2019havia reconciliat amb la publicitat. Em va fer gr\u00e0cia, alhora que il\u00b7lusi\u00f3. Per qu\u00e8? Perqu\u00e8 penso que cada cop m\u00e9s es comen\u00e7a a entendre que la publicitat ha d\u2019estar al servei del producte i del client. No a l\u2019inrev\u00e9s. Una campanya que no respon als objectius marcats \u00e9s una mala campanya. Per molt not\u00f2ria i creativa que sigui, per molts premis que guanyi o per molt renom que tingui. Segons el meu humil punt de vista (tamb\u00e9 tinc un amic que s\u2019ha llegit el llibre i em diu que no \u00e9s un manual amb tots els ets i uts \u2014ni ho \u00e9s ni pretenc que ho sigui\u2014),una bona campanya \u00e9s aquella que crea comunitat dins un col\u00b7lectiu no massiu (una campanya de conscienciaci\u00f3 d\u2019una problem\u00e0tica at\u00edpica), aquella que fa cr\u00e9ixer un mercat madur (campanyes diferencials de productes indiferenciats) o aquella que sobreviu al m\u00f3n digital (les campanyes del petit comer\u00e7 de proximitat).<\/span><\/p>\n

En general, per a mi, qu\u00e8 ha de tenir una bona campanya:<\/strong><\/span><\/p>\n

    \n
  1. Missatge a comunicar.\u00a0<\/strong><\/span>La idea. Qu\u00e8 proposes. Qu\u00e8 vols comunicar. Per qu\u00e8 t\u2019haig de comprar o associar-me o llegir-te o…<\/span><\/li>\n
  2. Com dir-ho.<\/strong> <\/span>Parlar en clau de benefici. Ja sabem que ho fas molt b\u00e9. Explica\u2019m, per\u00f2, qu\u00e8 fas de b\u00e9 per a mi. No em diguis que saps cuinar, vull tastar la teva paella!<\/span><\/li>\n
  3. Concepte creatiu.<\/span>\u00a0<\/strong>Digues el missatge clau que vols comunicar d\u2019una manera not\u00f2ria, que ressalti, que cridi l\u2019atenci\u00f3. Sigues creatiu. Impacta, genera curiositat.<\/span><\/li>\n
  4. Titular i text.<\/span>\u00a0<\/strong>Explica en un parell de l\u00ednies la ra\u00f3 de ser del titular. El perqu\u00e8 del missatge clau. Dona raons per validar el missatge. Per refor\u00e7ar-lo. Per acabar-lo d\u2019explicar.<\/span><\/li>\n
  5. La imatge de la campanya, de l\u2019anunci.<\/span> <\/strong>Una imatge val m\u00e9s que mil paraules. La imatge ha de ser impecable. Ben il\u00b7luminada, ben emmarcada. Ha de ser clara, identificativa, representativa del que s\u2019est\u00e0 comunicant. Que transmeti sensacions, emocions. Que inciti a dir \u201cho vull!\u201d.<\/span><\/li>\n<\/ol>\n

    Hi moltes campanyes imperfectes, s\u00ed, per\u00f2 tamb\u00e9 n\u2019hi ha moltes (per sort) de perfectes. Em quedo amb aquella de la \u201cMerceria\/Confeccions\u201d del meu barri. Al costat se\u2019ls va posar una franqu\u00edcia de Calzedonia. Van baixar les vendes (no nom\u00e9s de mitjons) en picat. Els vaig proposar una idea: per cada mitj\u00f3 desaparellat que portessin els clients, que els n\u2019hi regalessin un parell. Sota el concepte creatiu \u201c<\/span>Desaparellat? Vine, et buscarem la parella\u201d<\/span>.\u00a0<\/strong>La imatge era la d\u2019un mitj\u00f3 trist, avorrit i solet…<\/span><\/p>\n

    Ho van petar! Els que s\u2019estan plantejant tancar des de llavors s\u00f3n els de Calzedonia…<\/span><\/p>\n

     <\/p>\n","protected":false},"excerpt":{"rendered":"

    La setmana passada vaig presentar el meu primer llibre\u00a0Aroma de marca\u00a0a Reus. A la llibreria Galatea. Com diu el meu cunyat, la Galatea de Reus, en el m\u00f3n dels llibres, \u00e9s el mateix que Wembley en el m\u00f3n del futbol. Arran de la presentaci\u00f3 a Reus, un dels assistents em va donar les gr\u00e0cies pel […]<\/p>\n","protected":false},"author":1,"featured_media":2228,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","_joinchat":[],"ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[12,15,14],"tags":[38,16,56,17,57,19,20,22],"class_list":["post-2217","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-greneral","category-mitjans-de-comunicacio","category-publicitat","tag-aroma-de-marca","tag-branding","tag-campaya-de-publicitat","tag-comunicacio","tag-consultoria-de-publicitat-barcelona","tag-marca","tag-mosaiking-comunicacio","tag-sarria","entry","has-media"],"yoast_head":"\nCom crear una bona campanya de publicitat | Mosaiking Comunicaci\u00f3<\/title>\n<meta name=\"description\" content=\"Com crear una bona campaya de publicitat. 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