Neosaldina made history by becoming the first drug brand to support CCXP, offering an immersive and unprecedented experience.
Business unit
With the aim of getting closer to a young and engaged audience, the brand brought a series of interactive activations. The result? Neosaldina was one of the most remembered brands at CCXP22.
Proposal
The central objective was to insert Neosaldina into the CCXP22 universe, reinforcing brand recognition and creating a genuine connection with the geek audience. The campaign used an omnichannel approach to gradually introduce the brand throughout the second half of 2022, culminating in an innovative final activation during the event.
The Plan
To maximize the impact and engagement of Neosaldina, the action plan included the following strategies:
- The announcement of the brand as a CCXP24 supporter: In partnership with Omelete Company, Neosaldina was positioned as the first drug brand to support the festival, creating a historic moment and establishing the brand's relevance in the geek scene.
- Immersive Space: On a 180 m² stand, Neosaldina created Neosaland, a themed area with immersive challenges and missions that invited participants to fight the "headache villains". Inspired by pop culture, the space offered a playful and interactive experience for the public, with a stand for resting and cell phone recharging. To increase engagement, Neosaland had a ranking of participants and exclusive prizes for the best performers.
- Workshop with the geek audience: Neosaldina brought together veteran and novice CCXP fans in a workshop to understand the public's expectations and adapt its activations to better meet the community's interests.
- Activation on the Creators stage: In a special moment, Neosaldina was also present on the "Creators" stage, with the participation of an influencer who brought moments of interaction and fun with the public, consolidating the brand's presence at the event.
Omnichannel coverage
Throughout the event, Neosaland was covered in real time on Neosaldina's social networks and featured content produced by UOL, guaranteeing ample visibility for the brand.
Results
Despite being from a universe not endemic to geek segments, Neosaldina reached the Top 10 of the most remembered brands at CCXP22, sharing the space with giants such as Netflix and Amazon Prime. Neosaldina's presence validated the effectiveness of the integration strategy and showed the brand's potential to engage new audiences.
Main KPIs:
- Objective: Awareness
Other deliveries:
Various materials were produced on multiple channels, such as YouTube, content for Instagram and TikTok, as well as the brand's presence on the Omelete portal.
Additional Highlights:
Neosaldina's unprecedented participation in the world's biggest pop culture event not only strengthened the brand, but also solidified its position among fans, who now recognize Neosaldina as an integral part of the geek universe. The campaign was highlighted by marketing director Carla Dias Araújo and Omelete Company CCO Otávio Juliato, who emphasized Neosaldina's innovation and relevance at CCXP.
Want to know how your brand can create a real connection with the geek audience? Get in touch with us and discover other opportunities.
