Advertiser: BAYER
Agency: DLV BBDO
Category: Internet Film Series
Copy: Alessandro Lapetina (DLV BBDO)
Creative Director: Andrea Jaccarino (DLV BBDO)
Planner: Anna Andreis (DLV BBDO)
Executive Creative Director: Federico Pepe (DLV BBDO)
Illustrator: Lorenzo Piccinini (DLV BBDO)
Executive Creative Director: Stefania Siani (DLV BBDO)
Account: Camilla Canaparo (DLV BBDO)
Illustrator: Giulia Zoavo (DLV BBDO)
Art Director: Marcello Demurtas (DLV BBDO)
Copy: Samantha Scaloni (DLV BBDO)
Outcome
Immediately after the launch, in a market in which sales volume is driven by retailers, 5,000 chemists applied to receive the product and more than 60,000 paediatricians across Italy handed out samples of our characters to mums, inviting them to buy Sobrepin and discover the world of the Little Nose Friends. Furthermore, visitors spent on average more than 7 minutes on the amicideinasini.it website.
Relevancy
The Little Nose Friends transform a product with a threateningly medical look into an entertaining toy that changes every day. Administering the product has been transformed into an extra special gesture like a cuddle, using expertise and imagination to make this operation easier for mums. The final result? The transformation of the tempestuous and stressful nose-cleaning ritual into a moment of play and poetry.
Implementation
To make nose cleaning more enjoyable, we’ve created a magical, colourful world inhabited by a series of imaginative characters called the Little Nose Friends, who can be used to cover the phials and make them baby-friendly. We’ve also brought together stories, songs and nursery rhymes about them on amicideinasini.it, together with advice and tips from paediatricians and experts to make cleaning babies’ noses something that any mother can do.
Client Brief Or Objective
Bayer asked us to launch Sobrepin Nasal, a physiological solution containing seawater, used to clean babies’ noses.But how to promote the product with mums and at the same time give them some practical help in an operation which, rather than being a simple everyday ritual, is increasingly an annoying 'mission impossible' involving crying and being naughty?