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BROZ BURGER
Branding, lancio e posizionamento digitale di un fast food Senza Senzo
FOTOGRAFIA
ILENIA TESORO
MICHEL CAPUTO
MODELLI
VERONICA DE TOTERO
ALESSIO TRANE
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Broz Burger è un brand che nasce con l’obiettivo di offrire un’esperienza coinvolgente attraverso un carattere irriverente e un prodotto buono e di alta qualità.
È stata creata un’identità di brand strategicamente allineata al target ideale, ai canali di comunicazione scelti e al mood individuato sviluppando un concept con un’unica regola: “non ci sono regole”.
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IL PAYOFF “SENZA SENZO” RAPPRESENTA L’ANARCHIA E LA SELF-CONFIDENCE DI BROZ, CHE NON UTILIZZA LA SUA COMUNICAZIONE PER CONVINCERE, BENSÌ PER COINVOLGERE
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L’ESPRESSIONE VUOLE ESSERE UNO SLANG IN GRADO DI ESPRIMERE UNA REAZIONE POSITIVA ED ESTREMA A QUALCOSA, AD ESEMPIO “UN BURGER SENZA SENZO”, COME A VOLER DIRE CHE “È COSÌ BUONO DA NON AVERE ALCUN SENSO”
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GRAPHIC DESIGN E COPYWRITING DIVENTANO UN’OCCASIONE PER MOSTRARE L’INDIFFERENZA DI BROZ ALLE FORMALITÀ E ALLA BANALE PROMOZIONE, UTILIZZANDO CONTENUTI CHE TRASMETTONO COOLNESS, ATTUALITÀ E CREDIBILITÀ
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L’APERTURA DEL PRIMO STORE A LECCE È STATA ANTICIPATA DA UNA FASE DI LANCIO SUI CANALI OFFLINE E ONLINE, CREANDO CON SUCCESSO UNA GRANDE ASPETTATIVA E UNA FORTE CURIOSITÀ IN CITTÀ
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IL MATERIALE DI BROZ COMUNICA APPARENTEMENTE SENZA SENSO – CON COPYWRITING IRONICI E TESTI DEFORMATI –
E PARADOSSALMENTE È PROPRIO QUESTO A RENDERE I PACK RICONOSCIBILI E IN GRADO DI TRASMETTERE I VALORI E LA CREDIBILITÀ DEL BRAND
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ANCHE SUI CANALI SOCIAL BROZ FA QUELLO CHE GLI PARE; IL RISULTATO È UN LINGUAGGIO FRESCO E COINVOLGENTE, IN GRADO DI ATTIRARE IL PUBBLICO PIÙ GIOVANE IN UNA MANIERA TOTALMENTE INESPLORATA SUL TERRITORIO
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I CONTENUTI SONO RICCHI DI UN COPYWRITING IRONICO E DALLE TEMATICHE SEMPRE VARIE, CON UN GRAPHIC DESIGN SENZA REGOLE E VISIVAMENTE ATTUALE
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