Amid a difficult year due to the coronavirus pandemic, Kapazi ended 2020 with an excellent achievement. The company was the big winner of the country's largest marketing and sales award, the ADVB-PR Top Marketing Award.
The achievement was based on the case “Sanitizing Mat: turning the crisis into an opportunity during the pandemic” and earned Kapazi the trophy in the Industry category, as well as the grand prize of the 2020 ADVB-PR Top Marketing Award. The Grand Prixx is awarded to the case with the highest score among the winners of the other 7 categories.
About the case
Kapazi's sanitizing mat case is proof that it is possible to turn times of crisis into opportunity. At the beginning of 2020, the company saw its revenue fall by more than 70% during the peak of covid-19 cases. But since innovation is one of Kapazi's guiding principles, the solution was to invest in new technologies and equipment to create a line of sanitizing mats that could help combat the coronavirus.
“When everything stopped, we decided to research. We have some international partners, and we sought information about what was happening in markets that were experiencing a situation almost 60 days ahead of ours. It was thanks to this research that everything happened,” says Jonathan Kapazi, Kapazi's commercial director.
Numerous channels were used to promote the sanitizing mat. There were several digital advertisements, videos, television spots, and sales materials. In addition, partnerships were formed with influencers, including a campaign with Dr. Bactéria. The result of all this is best expressed in numbers:
- 2 million mats and related products sold directly;
- 2 million sales through accredited partners;
- Revenue of more than R$50 million;
- Exports to four countries: Chile, Argentina, Paraguay, and Uruguay;
- More than 30 million brand impressions on the internet;
- More than 2500 points of sale.
Despite all these positive results, Jonathan Kapazi highlights another figure. “More important than the financial figures we achieved with the sanitizing mat was the way we were able to impact people's lives. We generated 333 new jobs during the pandemic,” he says.
About the award
Every year, ADVB-PR 2020 honors companies that stand out in marketing and sales. But last year's edition was historic. In addition to setting a record for entries, the award honored companies that made a difference and professionals who had to be resilient and creative to overcome the crisis.
The careful evaluation was conducted by 70 judges, with the association's board joined by leading names in marketing and sales to select the winners in each category. The results were compiled on a virtual platform and audited by Datacenso Pesquisa e Inteligência de Mercado.
About Kapazi
A Paraná-based manufacturer of mats and carpets, Kapazi is a family business that has been in the market for 42 years. In recent years, the company has professionalized its team and is already reaping the benefits. “This award is not a solo achievement. That is why we need to share it with all the professionals who are part of the restructuring of our business,” says Jonathan.
Would you like to take a closer look at Kapazi's sanitizing mats? Click here and check them out!
