consul, together we care
the challenge
consul, a brazilian home appliance brand, was struggling to increase its penetration in the northeast region of brazil, an area with quite different laundry habits. the brand found that 2/3 of households in this region did not have a washing machine - and the brand didn't know how to create relevance for the audience.
the solution
after identifying the habits that prevented women in the region from entrusting laundry care to washing machines, we developed a localized campaign that took into account the different habits and accents of the region, using arguments that debunk myths, provide information, and position the brand as an ally to people to lighten their daily burdens by promoting a union of knowledge and traditions.
the results so far
the numbers changed to the point that whirlpool publicly stated it had never sold so many washing machines in the region in the company's history.
in a country with continental dimensions, thinking locally can be game-changing
in the northeast of brazil, taking care of clothes represents an act of love for the family. 'together we care' breaks resistance and positions the brand as an ally in that role.
