Universal Robina Corporation: C2 Summer
Client: Universal Robina Corporation
Project: C2 Summer
Main Challenge: Uncovering surprising buyer truths through deep research to correct the campaign focus and protect the capital investment.
The Challenge
Working with top brands changed my thinking.
Deep buyer research matters.
I am a logical guy.
Understanding people takes real work.
We ran a summer campaign for URC.
They are an FMCG giant in Southeast Asia.
They built a campaign for pupils.
The research revealed two surprising points.
1. We assumed kids enjoyed the long summer break.
↳ They actually missed their friends and school.
↳ They enjoyed school time more than the summer.
2. We assumed three months was a short period.
↳ The research indicated it feels like a very long time.
Looking back at the campaign clarified my thinking.
Deep research focuses your entire project on the true buyer.
You must understand the buyer before you execute.
Reach out to our team for a trusted partner ↓
The Project Outcomes
