In a campaign where price takes center stage, Prio is divided between being the brand where customers save the most or simply the one where they pay less for fuel. With creativity from The Hotel agency, the brand summarizes its positioning in the claim “Discounts are not discussed”; featuring in a humorous tone the characters Maria Poupada and João Exigente. The first argues that “at Prio there is always a discount”, while the second argues that “if there is always a discount, it is not a discount, it is a lower price”.
“The issue of fuel prices is always a delicate one in the Portuguese market. With this campaign we intend to show that at Prio, during 365 days of the year, you always pay less, or always save more (as you prefer, we don’t want to discuss it with anyone)”, explains Ana Pinho, the brand’s marketing manager.
With media planning under the responsibility of Arena Media, the campaign is present on television, radio, outdoor, digital and at service stations, with activation actions in store and on social networks being also planned until next September. The production was in charge of El-Hey, with sound by Som de Lisboa.
Source: Meios & Publicidade by www.meiosepublicidade.pt.
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