{"id":103671,"date":"2022-10-28T16:16:35","date_gmt":"2022-10-28T16:16:35","guid":{"rendered":"https:\/\/kayak.work-in-progress.pt\/?post_type=portfolio&#038;p=103671"},"modified":"2022-11-07T14:39:27","modified_gmt":"2022-11-07T14:39:27","slug":"oi","status":"publish","type":"portfolio","link":"https:\/\/kayak.work-in-progress.pt\/index.php\/portfolio\/oi\/","title":{"rendered":"OI"},"content":{"rendered":"<p>[vc_row row_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;112197&#8243;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;1&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;159222&#8243;][vc_custom_heading text_font=&#8221;font-213884&#8243; text_weight=&#8221;500&#8243; uncode_shortcode_id=&#8221;167519&#8243;]Oi[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;h1&#8243; text_font=&#8221;font-213884&#8243; text_size=&#8221;fontsize-155944&#8243; text_weight=&#8221;500&#8243; uncode_shortcode_id=&#8221;775710&#8243;]Sem enrola\u00e7\u00e3o[\/vc_custom_heading][vc_empty_space empty_h=&#8221;1&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-175345&#8243; text_size=&#8221;h6&#8243; text_weight=&#8221;300&#8243; text_height=&#8221;fontheight-357766&#8243; uncode_shortcode_id=&#8221;163039&#8243;]A Oi \u00e9 o maior operador de linha fixa do Brasil e o segundo maior da Am\u00e9rica Latina. Tem cerca de 70 milh\u00f5es de clientes<\/p>\n<p>O desafio era criar uma nova marca (4\u00ba player) num ambiente muito competitivo<\/p>\n<p>[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-175345&#8243; text_size=&#8221;h6&#8243; text_weight=&#8221;300&#8243; text_height=&#8221;fontheight-357766&#8243; uncode_shortcode_id=&#8221;188802&#8243;]\u00c2mbito de atua\u00e7\u00e3o:<\/p>\n<p>Posicionamento<br \/>\nNome<br \/>\nMensagens-chave e tom de voz<br \/>\nIdentidade visual<br \/>\nArquitetura de Marca<br \/>\nPrimeiras campanhas impressas<br \/>\nBriefs a ag\u00eancias<br \/>\nLojas Pr\u00f3prias<br \/>\nLojas de Agentes exclusivos<br \/>\nLojas de Agentes n\u00e3o exclusivos<br \/>\nMerchandising<br \/>\nWebsite look &amp; feel[\/vc_custom_heading][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/2&#8243; uncode_shortcode_id=&#8221;157002&#8243;][vc_single_image media=&#8221;103699&#8243; media_width_percent=&#8221;84&#8243; uncode_shortcode_id=&#8221;462906&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;87&#8243; back_image=&#8221;103721&#8243; back_repeat=&#8221;no-repeat&#8221; back_attachment=&#8221;scroll&#8221; back_position=&#8221;left top&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;170905&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;1&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;2\/3&#8243; uncode_shortcode_id=&#8221;183596&#8243;][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;bottom&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;868761&#8243;][vc_custom_heading text_color=&#8221;color-xsdn&#8221; heading_semantic=&#8221;p&#8221; text_font=&#8221;font-175345&#8243; text_size=&#8221;h6&#8243; text_weight=&#8221;300&#8243; text_height=&#8221;fontheight-357766&#8243; uncode_shortcode_id=&#8221;719438&#8243; text_color_type=&#8221;uncode-palette&#8221;]face \u00e0s marcas existentes no mercado, o posicionamento pretendido para a marca era: a mais simples do brasil (ou, em portugu\u00eas do brasil, \u2018sem enrola\u00e7\u00e3o\u2019)[\/vc_custom_heading][vc_custom_heading text_color=&#8221;color-xsdn&#8221; heading_semantic=&#8221;p&#8221; text_font=&#8221;font-175345&#8243; text_size=&#8221;h6&#8243; text_weight=&#8221;300&#8243; text_height=&#8221;fontheight-357766&#8243; uncode_shortcode_id=&#8221;762507&#8243; text_color_type=&#8221;uncode-palette&#8221;]para isso seria necess\u00e1rio criar uma marca:<\/p>\n<p><strong>mais simples<\/strong><br \/>\n<strong>mais transparente<\/strong><br \/>\n<strong>mais humana<\/strong>[\/vc_custom_heading][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;4&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;183834&#8243;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;1&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;206644&#8243;][vc_empty_space empty_h=&#8221;1&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-175345&#8243; text_size=&#8221;h6&#8243; text_weight=&#8221;300&#8243; text_height=&#8221;fontheight-357766&#8243; uncode_shortcode_id=&#8221;108245&#8243;]ponto de partida foi a cria\u00e7\u00e3o de uma nova oferta, os produtos e servi\u00e7os:<\/p>\n<p>-Tarif\u00e1rios simples (e poucos)<\/p>\n<p>-Menos telem\u00f3veis (mas bons)<\/p>\n<p>-Arquitetura de marca monol\u00edtica+descritivo\u00a0 para navega\u00e7\u00e3o simples pela oferta (primeira vez no Brasil)<\/p>\n<p>-Poucas promo\u00e7\u00f5es, mas grandes: 31 anos chamadas gr\u00e1tis oi-oi aos fins de semana<\/p>\n<p>-Fatura simples de ler<\/p>\n<p>-Oferta e website nacionais<\/p>\n<p>-Merchandising simples[\/vc_custom_heading][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;2\/3&#8243; uncode_shortcode_id=&#8221;157002&#8243;][vc_single_image media=&#8221;103731&#8243; media_width_percent=&#8221;84&#8243; uncode_shortcode_id=&#8221;111833&#8243;][\/vc_column][\/vc_row][vc_row row_height_percent=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;112197&#8243;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;1&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;206644&#8243;][vc_empty_space empty_h=&#8221;1&#8243;][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-175345&#8243; text_size=&#8221;h6&#8243; text_weight=&#8221;300&#8243; text_height=&#8221;fontheight-357766&#8243; uncode_shortcode_id=&#8221;185735&#8243;]o nome e a comunica\u00e7\u00e3o externa da oi refor\u00e7aram o posicionamento pretendido<\/p>\n<p>raramente falava de tecnologia, falando antes dos benef\u00edcios que a tecnologia nos oferece[\/vc_custom_heading][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;2\/3&#8243; uncode_shortcode_id=&#8221;157002&#8243;][vc_single_image media=&#8221;103737&#8243; media_width_percent=&#8221;84&#8243; uncode_shortcode_id=&#8221;103696&#8243;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;705393&#8243;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;1&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;206644&#8243;][vc_gallery el_id=&#8221;gallery-153039&#8243; medias=&#8221;103745,103744,103743,103742,103741,103758,103759,103760,103761,103762,103763,103764,103765&#8243; gallery_back_color=&#8221;color-xsdn&#8221; gutter_size=&#8221;0&#8243; media_items=&#8221;&#8221; screen_lg=&#8221;1000&#8243; screen_md=&#8221;600&#8243; screen_sm=&#8221;480&#8243; single_back_color=&#8221;color-xsdn&#8221; single_overlay_opacity=&#8221;50&#8243; 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text_weight=&#8221;500&#8243; uncode_shortcode_id=&#8221;141226&#8243;]o efeito:[\/vc_custom_heading][vc_custom_heading heading_semantic=&#8221;p&#8221; text_font=&#8221;font-175345&#8243; text_size=&#8221;h6&#8243; text_weight=&#8221;300&#8243; text_height=&#8221;fontheight-357766&#8243; uncode_shortcode_id=&#8221;146701&#8243;]o efeito:<\/p>\n<p>pessoas pedem um Oi e n\u00e3o um celular<\/p>\n<p>maior start-up de sempre nas telecomunica\u00e7\u00f5es<\/p>\n<p>550 000 pr\u00e9-inscri\u00e7\u00f5es<\/p>\n<p>2,25 milh\u00f5es de clientes em 1 ano<\/p>\n<p>4xs acima do target<\/p>\n<p>clubes de f\u00e3s da marca[\/vc_custom_heading][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;bottom&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/3&#8243; uncode_shortcode_id=&#8221;868761&#8243;][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row row_height_percent=&#8221;0&#8243; 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