RAPPI launched a regional campaign against Coronavirus
The Colombian company trusted LATCOM to implement a large awareness campaign in Chile, Brazil, Ecuador and Mexico.
The Global Pandemic caused by COVID-19 forced brands to redefine their advertising media strategy, generating changes in their communication and offering greater visibility to awareness against the coronavirus.
Rappi, a multinational delivery company, took action on the matter and aimed to communicate the three prevention measures implemented to care for its users and employees: the option of home delivery with no contact; protection of the Rappitenderos community; and the quality and hygiene obligations of the businesses that deliver the orders. And in this way, the brand plans to handle the growing pandemic.
With the strategy used by Latcom, the implementation of the campaign was focused to reach a target audience 18 to 55 years old, in the main cities of the region. A media mix implemented in Santiago de Chile, included street Furniture to gain coverage and frequency, managing to communicate quickly messages in both East and West areas. Digital street Furniture was also implemented; this types of elements, allows rotating messages simultaneously.
In San Pablo, digital screens strategically located on the main avenues of the city were implemented, as well as elements at the rear of the buses that made strategic routes throughout the city. With this media strategy, it was possible to reach the audience that circulated around the city with impact messages.
In Mexico City, a circuit of digital clocks was used to generate coverage and frequency, distributed in the most important avenues of the city. While in Quito a digital screen was installed located on top of the Caracol Shopping Center, the point of high traffic concentration.
With this regional campaign, the Colombian multinational company quickly informed prevention measures taken, in order to care for rappitenderos and customers against the growing pandemic.