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ORIENTATION
Strategic guidelines
The strategy that the campaign must follow is the brand image strategy, that is, the campaign must differentiate itself through the representation of the “personality” of the brand, in order to increase the recognition of EUDRES in the I Living Labs program
Promise
The promise to be explored in the campaign must refer to an attribute, in this case, of the I Living Labs program, in order to increase knowledge about it.
Campaign Tone
​A tone based on the personality of the brand, that is, something more informal, motivational and inspiring.
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