Category: Titanium and Integrated
Advertiser: UNILEVER SOUTH AFRICA
Product/Service: FLORA
Agency: LOWE BULL
Brand Development Director: Debora Van Der Zee Denenkamp (Unilever South Africa)
Brand Development Manager: Le-Anne Bartman (Unilever South Africa)
Executive Creative Director: Rui Alves (Lowe Johannesburg)
Copy Writer: Clint Bechus (Lowe Johannnesburg)
Producer: Juliet Curtis (Lowe Johannesburg)
Art Director: Steven Jones (Lowe Johannesburg)
Client Service Director: Sylvia Swart (Lowe Johannesburg)
Buisness Unit Director: Nicole Bruce (Lowe Johannesburg)
Director: Chloe Coetzee (Buffant)
Editor: Tessa Ford (Tessa Ford Production)
Media placement: TV Campaign- 2 spots - DSTV/SABC/ETV/ Mnet- - 5th February 2012- September 2
Media placement: Print - Sarie, Fairlady,TrueLove,Womens Health,Mens Health,Rooi Rose, Women & Home,Your Family, Essentials - February - April 2012
Media placement: Digital - Display mobile and Social - 1st February - 30 April 2012
Describe the campaign/entry
Heart disease is the biggest killer worldwide and in most developed markets awareness is high: except in South Africa. There are no campaigns and initiatives, and no governmental involvement. So South Africa loses 1 in 3 men and 1 in 4 women to heart disease, while the population continues to live with unhealthy lifestyles, as they are oblivious to the reality.
This is where it takes a brave brand committed to heart health, like Flora, to use their own advertising funds, to spark a campaign to combat this lack of awareness, to fight back against heart disease and to get people to 'Think Red'.
By using the private stories of celebrities to grab people's attention, this campaign shone a spotlight onto the unknown killer.
Describe how the campaign/entry was launched across each channel in the order of implementation
In order to speak across the cultural diversity of South Africa, we decided to use the people who cross all divides: Celebrities.
We got local celebrities to share their own personal, private and often untold stories with us.
We then took these stories and played them out in a series of television commercials and in-depth long-copy adverts, giving the public a secret look into the private lives of these celebrities.
This brought about awareness of the campaign issues, but it was online where active involvement was secured.
The TV and Print encouraged people to get the full story of the celebrities online. In addition to being able to see the uncensored interviews, people were also brought into a world of factual information, online assessments and discussions, opening their eyes to the realities of heart disease and enabling them to make changes to their lifestyles there and then.
Give some idea of how successful this campaign/entry was with both client and consumer
The campaign brought to life the dangers of heart disease in an unprecedented way. The Facebook site is generating hundreds of followers, but, more importantly, 57% of them are actively talking about the campaign on and spreading the facts.
People visiting the Think Red site to find out more about the campaign spent an average of 6 minutes there, viewing an average of 23 pages of information. Visitors were also able to get an assessment of their health and make changes to their lifestyle, literally saving their own lives.
And because of the high profile celebrities we used, Think Red generated over R1m worth of free publicity excluding the amount of celebrity PR/Twitter interaction.