El Storytelling de la publicidad relacionada al COVID-19 y las percepciones de los jóvenes de 18 a 25 años: Caso #NOESDEPATAS de Pilsen Callao

Abstract

Pilsen Callao es una cervecera peruana que se caracteriza por su forma de percibir la amistad entre las personas. Esta tesis busca analizar las percepciones de los jóvenes acerca del storytelling de la marca Pilsen Callao luego de ver su publicidad sobre la Covid-19. Se ha realizado una investigación de tipo exploratorio, abordada desde un enfoque cualitativo, puesto que se realizaron grupos focales con jóvenes de 18 a 25 años y análisis de contenido del propio spot publicitario. Dentro de los resultados, se identificaron diferentes elementos emocionales del storytelling que son de suma importancia para la investigación. Además, las percepciones que tuvieron en los jóvenes fueron altamente positivas, pues Pilsen Callao supo utilizar sus recursos para que el spot publicitario tenga un cambio en los jóvenes y ellos puedan sentirse identificados con lo que observaban en la publicidad.

Pilsen Callao is a Peruvian brewery that is characterized by its way of perceiving friendship between people. This thesis seeks to analyze the perceptions of young people about the storytelling of Pilsen Callao brand after seeing its advertising about Covid-19. An exploratory type of research has been carried out, approached from a qualitative approach, since focus groups were carried out with young people between 18 and 25 years of age and content analysis of the advertising spot itself. Within the results, different emotional elements of storytelling were identified that are of the utmost importance for the investigation. In addition, the perceptions that they had in young people were highly positive, since Pilsen Callao knew how to use its resources so that the advertisement produced a change among young people and they can feel identified with what they saw in advertisement.