For the meaning of Frequency and Reach visit my LinkedIn page.
An ad that focuses on high reach is looking to expand its audience.
An ad that focuses on high frequency is aiming to be retained and remembered.
Sumol, a Portuguese brand of lightly carbonated fruit drinks. Sumol focuses on a specific audience, the cutting edge defiant youngsters (between teenagers and young adults). This enables them to focus on reach, turning the event on a national “must attend” kind of event, created by an authentic brand. They have a high reach and a low frequency type of approach.
This summer Sumol is daring you to be you, Proud and Shamelessly You.
Tv ad “You are not ashamed of anything “
Fig.7: Sumol Partnership with Montecampo – Instagram post 
Fig.8: “Proudly without labels” Web ad 
Fig.9: New bottle design shown Tv ad 
Fig.10: Instagram stories countdown to Sumol SummerFest – Festival with defiant artists
A campaign based on low reach and high frequency is one by Zen.
Which appears in between movie breaks in the cinema. The audience does not change but the ad is repeated on every chance it has.
Fig.11: Snippet of ad video for cinema.
Click here to watch the ad on Youtube.
The jewelery company targets Turkish cinema goers. In Turkey, cinema is associated with an activity done best with a loved one. Therefore, Zen, targets couples and woman, with an ad showing how much better life is with their jewellery.
Thoughts on Marketing 