{"id":1630,"date":"2025-08-30T18:42:26","date_gmt":"2025-08-30T18:42:26","guid":{"rendered":"https:\/\/www.premiospym.net\/index.php\/2025\/08\/30\/la-gran-oleada\/"},"modified":"2025-08-30T18:42:26","modified_gmt":"2025-08-30T18:42:26","slug":"la-gran-oleada","status":"publish","type":"post","link":"https:\/\/www.premiospym.net\/index.php\/2025\/08\/30\/la-gran-oleada\/","title":{"rendered":"La Gran Oleada"},"content":{"rendered":"<ul style=\"margin-top: 0;margin-bottom: 0;padding-inline-start: 48px\">\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: Calibri,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 13.9pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Reto<\/span><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">: En Carnavales, las marcas de consumo masivo (especialmente bebidas alcoh\u00f3licas), compiten por ser la primera opci\u00f3n del consumidor en un contexto de diversi\u00f3n, playa y celebraci\u00f3n. Polar Light buscaba apropiarse de la temporada con una propuesta fresca, participativa y emocionalmente relevante.<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: Calibri,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 13.9pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Insight<\/span><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">: Carnavales es una actitud. Es el momento donde se vive sin filtros y se celebra sin pausas. Polar Light entendi\u00f3 que no basta con estar presente: hay que amplificar la vibra y ser parte del mood colectivo.<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: Calibri,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 13.9pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Idea<\/span><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">: Transformar el Carnaval en una experiencia digital participativa, donde la diversi\u00f3n de Polar Light se viviera a trav\u00e9s de \u201cLas 4 Olas\u201d: din\u00e1micas con premios crecientes que conectaron al p\u00fablico con la marca, generando emoci\u00f3n, expectativa y celebraci\u00f3n compartida.<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: Calibri,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 13.9pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Resultados<\/span><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">:\u00a0<\/span><\/p>\n<ul style=\"margin-top: 0;margin-bottom: 0;padding-inline-start: 48px\">\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 8.950000000000003pt;padding-left: 0.04999999999999716pt\">\n<p dir=\"ltr\" style=\"line-height: 1.2;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Alcance total: 4.704.862 personas<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 8.950000000000003pt;padding-left: 0.04999999999999716pt\">\n<p dir=\"ltr\" style=\"line-height: 1.2;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Impresiones: 3.462.314<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 8.950000000000003pt;padding-left: 0.04999999999999716pt\">\n<p dir=\"ltr\" style=\"line-height: 1.2;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Nuevos seguidores en Instagram: 28.642 en solo 6 d\u00edas<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 8.950000000000003pt;padding-left: 0.04999999999999716pt\">\n<p dir=\"ltr\" style=\"line-height: 1.2;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Interacciones totales: 104.210<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 8.950000000000003pt;padding-left: 0.04999999999999716pt\">\n<p dir=\"ltr\" style=\"line-height: 1.2;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Posicionamiento como la primera opci\u00f3n del consumidor en Carnavales<\/span><\/p>\n<\/li>\n<\/ul>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: Calibri,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 13.9pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\u00bfPor qu\u00e9 este caso deber\u00eda ganar en esta categor\u00eda?:<\/span><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: italic;font-variant: normal;text-decoration: none;vertical-align: baseline\">\u00a0<\/span><\/p>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"line-height: 1.38;margin-left: 36.05pt;text-align: justify;margin-top: 13.9pt;margin-bottom: 0pt\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">La Gran Oleada transform\u00f3 el Carnaval 2025 en una experiencia digital \u00fanica y participativa, convirtiendo a Polar Light en una referencia indiscutible para el consumidor. La campa\u00f1a combin\u00f3 innovaci\u00f3n, gamificaci\u00f3n y conexi\u00f3n emocional, demostrando c\u00f3mo una marca puede apropiarse de una temporada con creatividad.<\/span><\/p>\n<p><b id=\"docs-internal-guid-3fe07816-7fff-49ca-048b-7262a3b0bed8\" style=\"font-weight: normal\">\u00a0<\/b><\/p>\n<ul style=\"margin-top: 0;margin-bottom: 0;padding-inline-start: 48px\">\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 10pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\u00bfQu\u00e9 objetivos espec\u00edficos se propusieron?<\/span><\/p>\n<\/li>\n<\/ul>\n<ul style=\"margin-top: 0;margin-bottom: 0;padding-inline-start: 48px\">\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 11pt;font-family: Arial,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 36pt\">\n<p dir=\"ltr\" style=\"line-height: 1.38;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Aumentar la visibilidad de Polar Light durante Carnavales<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 11pt;font-family: Arial,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 36pt\">\n<p dir=\"ltr\" style=\"line-height: 1.38;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Consolidar a Polar Light como la primera opci\u00f3n de bebida en la temporada<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 11pt;font-family: Arial,sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline;margin-left: 36pt\">\n<p dir=\"ltr\" style=\"line-height: 1.38;margin-top: 0pt;margin-bottom: 12pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Asociar la marca con refrescancia, diversi\u00f3n y comunidad.<\/span><\/p>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"line-height: 1.38;margin-top: 12pt;margin-bottom: 12pt\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">La estrategia cumpli\u00f3 estos objetivos mediante fases progresivas, premios escalonados, colaboraciones con influencers y activaciones digitales que impulsaron la participaci\u00f3n y posicionaron a la marca como protagonista.<\/span><\/p>\n<p><b style=\"font-weight: normal\">\u00a0<\/b><\/p>\n<ul style=\"margin-top: 0;margin-bottom: 0;padding-inline-start: 48px\">\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\u00bfC\u00f3mo contribuy\u00f3 la estrategia al mercado o la sociedad?<\/span><\/p>\n<\/li>\n<\/ul>\n<p dir=\"ltr\" style=\"line-height: 1.38;margin-left: 36pt;text-align: justify;margin-top: 12pt;margin-bottom: 12pt\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">La Gran Oleada Polar Light revolucion\u00f3 las din\u00e1micas participativas en temporada alta. Al integrar premios tangibles, contenido emocional y colaboraci\u00f3n con influenciadores, Polar Light convirti\u00f3 la participaci\u00f3n en una experiencia compartida. A nivel social, fortaleci\u00f3 el sentido de comunidad en Carnavales, celebrando el disfrute colectivo y posicionando a la marca como s\u00edmbolo de celebraci\u00f3n.<\/span><\/p>\n<p>\u00a0<\/p>\n<ul style=\"margin-top: 0;margin-bottom: 0;padding-inline-start: 48px\">\n<li dir=\"ltr\" style=\"list-style-type: disc;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;margin-right: 45pt;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: bold;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Ejecuci\u00f3n comunicacional:<\/span><\/p>\n<ul style=\"margin-top: 0;margin-bottom: 0;padding-inline-start: 48px\">\n<li dir=\"ltr\" style=\"list-style-type: circle;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">La estrategia combin\u00f3 creatividad, gamificaci\u00f3n y tecnolog\u00eda.\u00a0<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: circle;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Se activaron cuatro olas con premios escalonados, desde cajas de producto hasta viajes a Margarita.\u00a0<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: circle;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">Las redes sociales fueron clave para amplificar la campa\u00f1a, con contenido visual, narrativas din\u00e1micas y participaci\u00f3n de influenciadores estrat\u00e9gicos.\u00a0<\/span><\/p>\n<\/li>\n<li dir=\"ltr\" style=\"list-style-type: circle;font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: transparent;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">\n<p dir=\"ltr\" style=\"line-height: 1.38;text-align: justify;margin-top: 0pt;margin-bottom: 0pt\" role=\"presentation\"><span style=\"font-size: 10pt;font-family: 'Helvetica Neue',sans-serif;color: #000000;background-color: #ffffff;font-weight: 400;font-style: normal;font-variant: normal;text-decoration: none;vertical-align: baseline\">La experiencia digital gener\u00f3 conversaci\u00f3n y engagement real.<\/span><\/p>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul class=\"wpuf_customs\">            <li class=\"wpuf-field-data wpuf-field-data-text_field\">\n                                    <label>Fecha de Activaci\u00f3n:<\/label>\n                                20 de febrero            <\/li>\n                    <li class=\"wpuf-field-data wpuf-field-data-text_field\">\n                                    <label>Nro de Contacto:<\/label>\n                                0414-2358167            <\/li>\n                    <li class=\"wpuf-field-data wpuf-field-data-website_url\">\n                                    <label>URL de  video de la campa\u00f1a:<\/label>\n                                <a href=\"https:\/\/drive.google.com\/drive\/u\/0\/folders\/1lzgZjWE5v4OoYn-jKL0wiv_47mqnxr-c\"\n                     > https:\/\/drive.google.com\/drive\/u\/0\/folders\/1lzgZjWE5v4OoYn-jKL0wiv_47mqnxr-c <\/a>\n            <\/li>\n        <\/ul>","protected":false},"excerpt":{"rendered":"<p>Reto: En Carnavales, las marcas de consumo masivo (especialmente bebidas alcoh\u00f3licas), compiten por ser la primera opci\u00f3n del consumidor en [&hellip;]<\/p>\n","protected":false},"author":204,"featured_media":1629,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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