{"id":10320,"date":"2014-01-25T14:49:52","date_gmt":"2014-01-25T20:49:52","guid":{"rendered":"http:\/\/www.kalot.com.mx\/?p=10320"},"modified":"2017-12-20T12:40:03","modified_gmt":"2017-12-20T18:40:03","slug":"axe-las-buenas-intenciones-son-mas-faciles-de-recordar","status":"publish","type":"post","link":"https:\/\/kalot.com.mx\/site\/2014\/01\/25\/axe-las-buenas-intenciones-son-mas-faciles-de-recordar\/","title":{"rendered":"AXE:  Las buenas intenciones son m\u00e1s f\u00e1ciles de recordar"},"content":{"rendered":"<p style=\"text-align: justify;\">Una de las marcas del ejercito Unilever que m\u00e1s impacto tienen es AXE, ya que se caracteriza por manejar una comunicaci\u00f3n clara y bien dirigida a su mercado meta.<\/p>\n<p style=\"text-align: justify;\">En esta ocasi\u00f3n la firma dedicada a la comercializaci\u00f3n de productos para el cuidado personal masculino, cambi\u00f3 su l\u00ednea de comunicaci\u00f3n para convertirla en algo mucho m\u00e1s emocional.\u00a0\u00a0 En este tipo de anuncios por lo regular se deja la marca en segundo plano y se enfocan los esfuerzos para transmitir el mensaje como principal punto; en mi punto de vista, creo que AXE eligi\u00f3 el momento exacto para lanzar este tipo de publicidad ya que gran parte de sus clientes, tanto actuales como potenciales ya identifican \u00a0la marca sin ninguna dificultad.<\/p>\n<p style=\"text-align: justify;\">\u00a0A continuaci\u00f3n comparto la campa\u00f1a \u00a0con el nombre \u201cMake love not war\u201d lanzada por AXE:<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe class=\"youtube-player\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/0Z38VrjdE_I?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=es-MX&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe class=\"youtube-player\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/EYSOeijR9yQ?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=es-MX&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p><a href=\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2014\/01\/creatividad-publicitaria-axe.jpg\"><img fetchpriority=\"high\" decoding=\"async\" data-attachment-id=\"10311\" data-permalink=\"https:\/\/kalot.com.mx\/site\/creatividad-publicitaria-axe\/\" data-orig-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/creatividad-publicitaria-axe.jpg?fit=600%2C425&amp;ssl=1\" data-orig-size=\"600,425\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"creatividad-publicitaria-axe\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/creatividad-publicitaria-axe.jpg?fit=600%2C425&amp;ssl=1\" class=\"size-full wp-image-10311 aligncenter\" alt=\"creatividad-publicitaria-axe\" src=\"https:\/\/i1.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/creatividad-publicitaria-axe.jpg?fit=600%2C425&#038;ssl=1\" width=\"600\" height=\"425\" srcset=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/creatividad-publicitaria-axe.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/creatividad-publicitaria-axe.jpg?resize=380%2C269&amp;ssl=1 380w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/creatividad-publicitaria-axe.jpg?resize=300%2C213&amp;ssl=1 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a> <a href=\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2014\/01\/creatividad-publicitaria-axe2.jpg\"><img decoding=\"async\" data-attachment-id=\"10312\" data-permalink=\"https:\/\/kalot.com.mx\/site\/creatividad-publicitaria-axe2\/\" data-orig-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/creatividad-publicitaria-axe2.jpg?fit=600%2C425&amp;ssl=1\" data-orig-size=\"600,425\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"creatividad-publicitaria-axe2\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/creatividad-publicitaria-axe2.jpg?fit=600%2C425&amp;ssl=1\" class=\"size-full wp-image-10312 aligncenter\" alt=\"creatividad-publicitaria-axe2\" src=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/creatividad-publicitaria-axe2.jpg?fit=600%2C425&#038;ssl=1\" width=\"600\" height=\"425\" srcset=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/creatividad-publicitaria-axe2.jpg?w=600&amp;ssl=1 600w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/creatividad-publicitaria-axe2.jpg?resize=380%2C269&amp;ssl=1 380w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/creatividad-publicitaria-axe2.jpg?resize=300%2C213&amp;ssl=1 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p>Para el Super Bowl XLVII \u00a0los gr\u00e1ficos a utilizar son los siguientes (Mismo mensaje, diferentes piezas gr\u00e1ficas):<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2014\/01\/1496043_10151888570539290_2041223906_o.jpg\"><img decoding=\"async\" data-attachment-id=\"10313\" data-permalink=\"https:\/\/kalot.com.mx\/site\/1496043_10151888570539290_2041223906_o\/\" data-orig-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1496043_10151888570539290_2041223906_o.jpg?fit=640%2C480&amp;ssl=1\" data-orig-size=\"640,480\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"1496043_10151888570539290_2041223906_o\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1496043_10151888570539290_2041223906_o.jpg?fit=640%2C480&amp;ssl=1\" class=\"size-full wp-image-10313 aligncenter\" alt=\"1496043_10151888570539290_2041223906_o\" src=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1496043_10151888570539290_2041223906_o.jpg?fit=640%2C480&#038;ssl=1\" width=\"640\" height=\"480\" srcset=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1496043_10151888570539290_2041223906_o.jpg?w=640&amp;ssl=1 640w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1496043_10151888570539290_2041223906_o.jpg?resize=300%2C225&amp;ssl=1 300w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1496043_10151888570539290_2041223906_o.jpg?resize=200%2C150&amp;ssl=1 200w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1496043_10151888570539290_2041223906_o.jpg?resize=260%2C195&amp;ssl=1 260w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1496043_10151888570539290_2041223906_o.jpg?resize=380%2C285&amp;ssl=1 380w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/a> <a href=\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2014\/01\/1498070_10151886522504290_260472059_o.jpg\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"10314\" data-permalink=\"https:\/\/kalot.com.mx\/site\/1498070_10151886522504290_260472059_o\/\" data-orig-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1498070_10151886522504290_260472059_o.jpg?fit=640%2C480&amp;ssl=1\" data-orig-size=\"640,480\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"1498070_10151886522504290_260472059_o\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1498070_10151886522504290_260472059_o.jpg?fit=640%2C480&amp;ssl=1\" class=\"size-full wp-image-10314 aligncenter\" alt=\"1498070_10151886522504290_260472059_o\" src=\"https:\/\/i2.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1498070_10151886522504290_260472059_o.jpg?fit=640%2C480&#038;ssl=1\" width=\"640\" height=\"480\" srcset=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1498070_10151886522504290_260472059_o.jpg?w=640&amp;ssl=1 640w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1498070_10151886522504290_260472059_o.jpg?resize=300%2C225&amp;ssl=1 300w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1498070_10151886522504290_260472059_o.jpg?resize=200%2C150&amp;ssl=1 200w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1498070_10151886522504290_260472059_o.jpg?resize=260%2C195&amp;ssl=1 260w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1498070_10151886522504290_260472059_o.jpg?resize=380%2C285&amp;ssl=1 380w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/a> <a href=\"https:\/\/i0.wp.com\/www.kalot.com.mx\/wp-content\/uploads\/2014\/01\/1504369_10151883678349290_1090840176_o.jpg\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"10315\" data-permalink=\"https:\/\/kalot.com.mx\/site\/1504369_10151883678349290_1090840176_o\/\" data-orig-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1504369_10151883678349290_1090840176_o.jpg?fit=640%2C480&amp;ssl=1\" data-orig-size=\"640,480\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"1504369_10151883678349290_1090840176_o\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1504369_10151883678349290_1090840176_o.jpg?fit=640%2C480&amp;ssl=1\" class=\"size-full wp-image-10315 aligncenter\" alt=\"1504369_10151883678349290_1090840176_o\" src=\"https:\/\/i1.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1504369_10151883678349290_1090840176_o.jpg?fit=640%2C480&#038;ssl=1\" width=\"640\" height=\"480\" srcset=\"https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1504369_10151883678349290_1090840176_o.jpg?w=640&amp;ssl=1 640w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1504369_10151883678349290_1090840176_o.jpg?resize=300%2C225&amp;ssl=1 300w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1504369_10151883678349290_1090840176_o.jpg?resize=200%2C150&amp;ssl=1 200w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1504369_10151883678349290_1090840176_o.jpg?resize=260%2C195&amp;ssl=1 260w, https:\/\/i0.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/1504369_10151883678349290_1090840176_o.jpg?resize=380%2C285&amp;ssl=1 380w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/a><\/p>\n<p style=\"text-align: justify;\">AXE comunic\u00f3 de manera inteligente un mensaje que va acorde a la situaci\u00f3n actual, para de ah\u00ed sacar provecho y dar a conocer su nueva l\u00ednea de productos \u201cAXE Peace\u201d, de esta manera se facilita la recordaci\u00f3n de la marca ya que a pesar de ser un producto nuevo, no es necesario informar de las propiedades del mismo, si no que es m\u00e1s conveniente recordar que la marca sigue presente satisfaciendo las necesidades de sus cientes.<\/p>\n<p style=\"text-align: justify;\">Nos leemos pronto.<\/p>\n<p style=\"text-align: justify;\">Fuente : <a href=\"http:\/\/www.adweek.com\/news\/advertising-branding\/axe-brings-message-peace-gender-wars-and-world-super-bowl-spot-154992\">Adweek<\/a>, <a href=\"http:\/\/laughingsquid.com\/axe-peace-ad-campaign-for-super-bowl-xlviii-promotes-making-love-not-war\/\">Laughing Squid<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Una de las marcas del ejercito Unilever que m\u00e1s impacto tienen es AXE, ya que se caracteriza por&hellip;\n","protected":false},"author":7,"featured_media":10321,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"AXE:  Las buenas intenciones son m\u00e1s f\u00e1ciles de recordar | @AXE","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":{"0":"post-10320","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sin-categoria","8":"cs-entry","9":"cs-video-wrap"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AXE: Las buenas intenciones son m\u00e1s f\u00e1ciles de recordar - Kalot<\/title>\n<meta name=\"description\" content=\"AXE, comunicando un buen mensaje\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kalot.com.mx\/site\/2014\/01\/25\/axe-las-buenas-intenciones-son-mas-faciles-de-recordar\/\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AXE: Las buenas intenciones son m\u00e1s f\u00e1ciles de recordar - Kalot\" \/>\n<meta property=\"og:description\" content=\"AXE, comunicando un buen mensaje\" \/>\n<meta property=\"og:url\" content=\"https:\/\/kalot.com.mx\/site\/2014\/01\/25\/axe-las-buenas-intenciones-son-mas-faciles-de-recordar\/\" \/>\n<meta property=\"og:site_name\" content=\"Kalot\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/facebook.com\/mxkalot\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/edgar.villanueva.rdz\" \/>\n<meta property=\"article:published_time\" content=\"2014-01-25T20:49:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-12-20T18:40:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i2.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/hqdefault2.jpg?fit=480%2C360&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"480\" \/>\n\t<meta property=\"og:image:height\" content=\"360\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Edgar Villanueva\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@VRedgarIvan\" \/>\n<meta name=\"twitter:site\" content=\"@kalotmx\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Edgar Villanueva\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minuto\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"AXE: Las buenas intenciones son m\u00e1s f\u00e1ciles de recordar - Kalot","description":"AXE, comunicando un buen mensaje","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/kalot.com.mx\/site\/2014\/01\/25\/axe-las-buenas-intenciones-son-mas-faciles-de-recordar\/","og_locale":"es_MX","og_type":"article","og_title":"AXE: Las buenas intenciones son m\u00e1s f\u00e1ciles de recordar - Kalot","og_description":"AXE, comunicando un buen mensaje","og_url":"https:\/\/kalot.com.mx\/site\/2014\/01\/25\/axe-las-buenas-intenciones-son-mas-faciles-de-recordar\/","og_site_name":"Kalot","article_publisher":"http:\/\/facebook.com\/mxkalot","article_author":"https:\/\/www.facebook.com\/edgar.villanueva.rdz","article_published_time":"2014-01-25T20:49:52+00:00","article_modified_time":"2017-12-20T18:40:03+00:00","og_image":[{"width":480,"height":360,"url":"https:\/\/i2.wp.com\/kalot.com.mx\/site\/wp-content\/uploads\/2014\/01\/hqdefault2.jpg?fit=480%2C360&ssl=1","type":"image\/jpeg"}],"author":"Edgar Villanueva","twitter_card":"summary_large_image","twitter_creator":"@VRedgarIvan","twitter_site":"@kalotmx","twitter_misc":{"Escrito por":"Edgar Villanueva","Tiempo de lectura":"1 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