EXITO: RADIOMETRIES

Credits & Description:

Title: Radipmetries
Category: Use of Audio
Advertiser: EXITO GROUP
Product/Service: EXITO FOUNDATION
Agency: SANCHO BBDO Bogotá, COLOMBIA
Client: EXITO GROUP
Product: EXITO FOUNDATION
Entrant: SANCHO BBDO Bogotá, COLOMBIA
Type of Entry: Use of Media
Category: Use of Audio
Entrant Company : SANCHO BBDO Bogotá, COLOMBIA
Advertising Agency : SANCHO BBDO Bogotá, COLOMBIA
Media Agency : OMD COLOMBIA Bogotá, COLOMBIA
Production Company : DIREKTOR FILMS Bogotá, COLOMBIA
Chief Creative Officer: Giovanni Martinez (Sancho Bbdo)
Chief Creative Officer: Hugo Corredor (Sancho Bbdo)
Creative Director: Diego Ortiz (Sancho Bbdo)
Creative Director: Oscar Munoz (Sancho Bbdo)
Creative Director: Alejandro Bermudez (Sancho Bbdo)
Copywriter: Alejandro Bermudez (Sancho Bbdo)
Art Director: Daniel Mora (Sancho Bbdo)
Art Director: Lyda Naussan (Sancho BBDO)
Art Director: Oscar Munoz (Sancho Bbdo)
Account Director: Antonio Trujillo (Sancho Bbdo)
Account Director: Natalia Perez (Sancho Bbdo)
Account Manager: Juliana Caiaffa (Sancho BBDO)
Audio Design: Carlos Calvo (Laika Studio)
Producer: Daniela Cortes (Direktor Films)
Film Director: Alejandro Hernandez (Direktor Films)
Animation: Edisson Palacio (Direktor Films)
Post Production: Alejandra Ramirez (La Post)
Results and Effectiveness:
In a country where radio reaches 98% of the territory, the Radiometries were broadcast in the hour when kids get home from school, reaching most of the target.
Radio stations complement the campaign with free mentions that set up the alert of and gave health tips to make easier to detect problems.
Health radio programs assume the message as it´s own helping us to increase the alert.
Exito Foundation made the Radiometries tests to more than 36,000 children in more than 200 organizations in 72 towns, in 23 states of the country.
Creative Execution:
The Radiometries were broadcast on the hour when kids get home from school, since April 2014.
Radio stations complement the campaign with mentions and gave health tips to make easier to detect problems.
Éxito Foundation made the Radiometries directly in more than 200 organizations in 72 towns.
Actually, we are making a CD for Exito Supermarket clients, who can change it with the retail points program, receive it in direct mailing for our child brands clients, or buy it in promo packages with kids clothes and food brands at our supermarkets.
Insights, Strategy and the Idea:
300.000 children under the age of 18 can have auditive dysfunction, unless it can be detected on time with an audiometry. But, for half the population that lives in the countryside, there aren't any places near to take the test.
So we created Radiometries: a musical round song that turned into a free audiometric test .
With simple sung commands, the song asks the children to respond with movement, like a choreograph. The commands are given in different frequencies and volume levels, the same used in a professional audiometry.
If the child does not respond one of these commands, there could be a problem and he should be taken to a doctor as soon as possible.