Projeto Experimental Vida Simples Agência Labora
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Pontifícia Universidade Católica de Campinas (PUC-Campinas)
Resumo
O trabalho a seguir consiste no Projeto Experimental de Marketing e Comunicação
desenvolvido para a Vida Simples, marca registrada que pertence à Vida Simples
Participações Ltda. Desde seu nascimento em 2002 como um editorial complementar à
Revista Superinteressante para tratar de temas como: valores humanos, relações
interpessoais, sustentabilidade, negócios e pessoas "do bem" - a marca expandiu
significativamente se tornando líder entre as revistas do segmento. Com quase 20 anos
no mercado, seu público atual envelheceu e a marca sentiu necessidade de conversar
com usuários mais jovens. Por esse motivo, os objetivos principais deste projeto
consistem traçar estratégias para manter a marca em crescimento, atraindo um público
10 anos mais novo que o atual, desenvolvendo um relacionamento próspero entre esse
e a marca.
Abstract The following work consists of the Experimental Marketing and Communication Project developed for Vida Simples, a registered trademark that belongs to Vida Simples Participações Ltda. Since its birth in 2002 as a complementary editorial to Revista Superinteressante to address topics such as: human values, interpersonal relationships, sustainability, business and "good" people - the brand has significantly expanded to become a leader among magazines in the segment. With nearly 20 years in the market, its current audience has aged and the brand felt the need to talk to younger users. For this reason, the main objectives of this project are to devise strategies to keep the brand growing, attracting an audience 10 years younger than the current one, developing a prosperous relationship between the latter and the brand.
Abstract The following work consists of the Experimental Marketing and Communication Project developed for Vida Simples, a registered trademark that belongs to Vida Simples Participações Ltda. Since its birth in 2002 as a complementary editorial to Revista Superinteressante to address topics such as: human values, interpersonal relationships, sustainability, business and "good" people - the brand has significantly expanded to become a leader among magazines in the segment. With nearly 20 years in the market, its current audience has aged and the brand felt the need to talk to younger users. For this reason, the main objectives of this project are to devise strategies to keep the brand growing, attracting an audience 10 years younger than the current one, developing a prosperous relationship between the latter and the brand.