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Votorantim
Cimentos was the winner of the "Consumer/Sundry Products" category of the "As Grandes Sacadas do Marketing
2006" (Great Marketing Moves of 2006) award, organized by the National Modernization Center. This was the third
edition of this award ceremony (created in 2003), which aims to ennoble companies that have adopted "grandes
sacadas", which stand out due to their impact, the results attained and growth in market share.
The winners of each category are chosen with a basis on a survey with opinion formers, in a universe of
approximately 5,800 professionals and executives of companies from all over Brazil. The companies awarded in
the previous editions are traditional mass communication investors (Bradesco, Correios, Unimed, CVC, Sadia and
Volkswagen). This acknowledgment shows that although it is just a beginner, VC is already among the best.
The great move
In an unprecedented initiative in the cement sector, VC made a comeback on TV screens with a campaign entitled
" There are things that cannot be replaced" (, which kept track of the soccer season during the months of
September to December 2005). This action was part of a series implemented about two years ago, which included
merchandising in the soap opera "Senhora do Destino", the deployment of a Board of Customers that assembles
retailers in 20 cities from the country, and the relationship program "Diga sim ŕ Votorantim Cimentos" (Say yes
to Votorantim Cimentos), which allows dealerships autonomy in the acquisition of prizes".
Two films, each lasting for 30´, were produced for the campaign entitled "There are things that cannot be
replaced”, focusing on the topics of family and soccer. The objective was to show that quality and safety in
civil construction are irreplaceable, as are the best things in life: parents, great friends and the passion
felt by Brazilians for soccer. Before the action, this slogan was already being used successfully in regional
campaigns. Due to its efficiency in fixing the brand and in strengthening the Company image among the members
of its audience, it will continue in future campaigns.
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