Lessons learned from Fiber Heroes
This project won a Sabre Award in 2018 in the Business-to-Business Marketing category, and a Certificate of Excellence in the Industry category. This was Talquimy’s first award.
Among global communications agencies, Talquimy took the Sabre Award in 2018 for Business-to-Business Marketing category and received a Certificate of Excellence in the Industry category.
The Sabre Awards received 500 entries, of which 40 won awards. The recognition is a special one, as DuPont™ Kevlar®, which was one of our first clients, during the course of the activation, gave us strong indication that this was the right move, and one that made sense to their clients and the market, as a whole.
We selected 5 key lessons that took shape for us after winning the award / after the Sabre Awards:
The agency is not the center of the universe – Starting by the fact that we don’t have all the answers, we need to connect with these who can help us develop them. The police universe is not one in which we live, so we needed to bring in others who know it well and have that experience. For that, our gratitude goes Plínio Delphino, a police beat journalist who’s work was fundamental in identifying the stories developed for this project.
Stay away from stereotypes – It’s important to learn as much as possible about the brand’s audience. For DuPont™ Kevlar® it was essential to establish a relationship with the police community, leading the company to deepen its understanding of their routine and the challenges they face, which ultimately opened up different possibilities for communications.
Strategy with Purpose – We needed to find a way to connect with the audience authentically. To do this we searched for a values reflected by this profession that must be preserved. In addition, as we promoted and recognized vocational stories, we also identified a purpose that naturally became the common thread and driver of the project.
The audience is the content – When the audience is the content, their connection to the subject matter tends to be stronger. “Fiber Heroes” created strong ties between the content and the relationships, which, in turn, produced significant connections with the project and with the brand.
Partnership with the client – There are projects where the client simply approves the idea, and there are others where the client also shares the risk. In “Fiber Heroes” we had the good fortune of the latter, which was fundamental to enabling the work product to innovate on how to build relationships with the media. Co-creating, alongside company executives, represent opportunities that were previously nonexistent.
