Father's Day is a special date on the calendar, when children give their love and the best of themselves to their fathers in the shape of manual work or drawings, and the not so young, with store-bought gifts. Navidul conducted a study to determine the type of store-bought gifts they receive and what fathers would really like to get. After seeing the results, in which traditional accessories are superseded, Navidul launched an exclusive Father's Day edition of ham. The children can give their fathers what look like scarves, ties and even underwear that all turn into a pleasant surprise when they discover the ham inside.

Added to the lack of funding was a new communication approach so we felt that a radical change was needed in the Media Strategy.

The new strategy was based on the QUALITY of the impact over the quantity: the important thing was not to hit the same person many times but to do so with quality; so that a single impact was more than enough for the spot to achieve above average recall.

Our media goal was to reach our target with a story containing a deep emotional bond. Our goal was NOT to saturate our target with our message. In short, a strategy based on the “less is more”; making the small big.

Added to the lack of funding was a new communication approach so we felt that a radical change was needed in the Media Strategy.

We had to give up the traditional brand strategy that had proved effective in their “classic target”: a strategy based on generating a high volume of GRPs that allowed Navidul to achieve significant levels of coverage, but above all, maximize the average frequency of impact on their target.

The new strategy was based on the QUALITY of the impact over the quantity: the important thing was not to hit the same person many times but to do so with quality; so that a single impact was more than enough for the spot to achieve above average recall.

Our media goal was to reach our target with a story containing a deep emotional bond. Our goal was NOT to saturate our target with our message. In short, a strategy based on the “less is more”; making the small big.