Propuesta de campaña BTL para dar a conocer los oficios tradicionales de Cuenca

Abstract

This project focuses on the creation of a BTL campaign proposal to present traditional trades of the city of Cuenca. The methodology used is based on the book: Design Thinking Business Innovation of Mauricio Vianna, which is developed in 5 stages: empathize, analyze and define, ideation and prototype and test. In addition, Alex Kavounas Strategic Thinking was used to generate the advertising campaign proposal. The work is divided into three chapters, the first part starts with a Desk Research where an investigation of conceptual and historical elements involving: traditional trades, BTL campaigns, use of new media and design tools was conducted. In the second chapter the first two stages of Design Thinking were developed: analyze and define. The third chapter presents the following phases of ideation, prototyping and testing. The use of this ethodology responds to the need of generate a BTL campaign strategy in conjunction with the users who were participants in the design and generation process of the campaign.