HALLS
"Halls with its refreshing power, helps you to be ready, focused and energized for the small challenges of everyday life."
This project was carried out by an interdisciplinary group, made up of digital marketing, UX/UI design and front-end teams. The goal was to carry out a digital activation campaign. The aim was to make the brand more relevant to the millennial generation, reduce seasonality and make it focus rather than functional.
This project was built in three phases: Discovery, Strategy and Design.
The first phase was the DISCOVERY phase, where we analyzed the target audience of the campaign, the existing competitors and where several interviews and questionnaires were carried out that allowed us to get to know our user better and the relationship he has with the Halls product.
Through our questionnaires (with a sample of 182 people), we were able to understand that most Halls consumers are in fact millennials and also mostly female.
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The biggest competitor of Marca Halls, in Portugal, is the Mentos brand, followed by Dr Bayard and SMINT. Despite everything, Halls manages to stand out a lot from its competitors, although it is also important to look at the campaigns carried out by these brands. Halls needs a much bigger presence on the internet and social media.
With our interviews we were also able to extract interesting data! The most interesting fact that we learned was, without a doubt, that most Halls consumers do not buy the product! What will this mean?
"When I am offered a Halls I have a feeling of satisfaction!"
"As long as I see a package, I can't resist."
"I like to share Halls with friends and family."
"I consume Halls for concentration and focus!"
"When I buy it is on impulse, at the supermarket."
"When I see someone consuming, I am able to order more than once!"
With all the research done and with our insights, we started to build our campaign! The central theme of our campaign revolves around one word, super specific from the Portuguese dialect, and especially from the millennial dialect: CRAVA!
Cravar means to ask for something. We were able to conclude with our research, that our target audience did not buy the product, but whenever possible, asked their friends or family!
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When we found our campaign image, it was time to plan what platforms we would put it on. In a first phase, we explored the billboards, magazines or posters and supermarket displays. Then we would move to social networks, where the presence would be much greater. All this with the aim of making our campaign microsite as popular as possible!
The campaign microsite was created to be a very simple page, without many options and few pages so that the user does not have problems navigating the site. It all starts with a simple code (which is in the product itself) that you enter on our website and then the journey begins.
Lo-fi Wireframes
The strategy phase is officially over and it's time to show our final product. Our microsite www.cravahalls.pt is finished and ready to be used!
We will then explain our website and its different options.
Lo-fi Wireframes
Hi-fi Wireframes
With wireframes, we were able to start putting into practice everything we envisioned in the campaign! How the code is processed and what kind of prizes and categories there are. Wireframes have two phases: lo-fi and hi-fi. That is to say, we first design very basically (our primary ideas) and then, when the ideas and the process are confirmed, we move on to hi-fi wireframes, which is the last phase before moving on to the design!
Landing Page
The Landing Page is the first page of our product. Here, you have to enter your code to see how many "cravas" you receive. Depending on the amount of "cravas", you can choose one of the four "quick prizes or you can log in and become a "Professional Cravas" and accumulate points for bigger prizes! The objective is to make the maximum number of users adhere to "Crava Professional".
Homepage "Mundo Crava" and prizes
"Mundo Crava" is our Homepage. Here you can see how many "carnations" you have and what you can do with them! You have several options: you have merch prizes (the cheapest), options with "famous people", different moments and activities (eg museums, spotify subscription, etc) and activities with friends!
"Momento Crava" and Prize
This is the main list of prizes that the consumer can win by entering the code and registering as a "Professional Crava". In order to win any of these prizes you have to accumulate points and there are prizes for all tastes!
