| Cannes Lions, 2014 | ||
|---|---|---|
| MEDIA LIONS | PRODUCT & SERVICE: FAST MOVING CONSUMER GOODS | BRONZE |
| PROMO & ACTIVATION LIONS | Use of Promo & Activation: Use of Broadcast in a Promotional Campaign | BRONZE |
Type of entry: Product & Service
Category: Fast Moving Consumer Goods
Advertiser: NATURE´S GARDEN
Product/Service: HEPALIVE
Agency: MARURI GREY Guayaquil, ECUADOR
Client: NATURE´S GARDEN
Product: HEPALIVE
Entrant: MARURI GREY Guayaquil, ECUADOR
Type of Entry: Product & Service
Category: Fast Moving Consumer Goods
Entrant Company : MARURI GREY Guayaquil, ECUADOR
Advertising Agency : MARURI GREY Guayaquil, ECUADOR
Production Company : MASSIVEMUSIC Amsterdam, THE NETHERLANDS
President And Chief Creative Officer: Eduardo Maruri Miranda (Maruri Grey)
Regional Manager: Fausto Maruri (Maruri Grey)
Executive Vicepresident: Santiago Maruri (Maruri Grey)
Creative Director: Pablo Mayoral (Maruri Grey)
Creative Director: Juan Borrego (Maruri Grey)
Creative Director: Carlos Cabrera (Maruri Grey)
Creative Director: Adrian Morano (Maruri Grey)
Creative Director: Alejandro Peré (Maruri Grey)
Creative Director: María Gracia Lotuffo (Maruri Grey)
Creative Director: Luis Campoverde (Maruri Grey)
Art Director: Cesar Landivar (Maruri Grey)
Production Manager: Ana María Puig (Maruri Grey)
Editor: Guillermo Buchelli (Maruri Grey)
Post Production: Juliana Valle (Maruri Grey)
Sound Engineer: Andres Zevallos (Maruri Grey)
Producer: Eugenia Ramos (Maruri Grey)
Results and Effectiveness:
At the Karaoke bars, 1,734 people sang the re-recorded famous songs accurately and received a sample of the product.
1,500 pharmacists received a musical box in the mail.
The first day of the campaign over 4,000 e-cards were sent.
As a result of the Broken Liver campaign, Hepalive sales surpassed expectations increasing by 18%, taking the brand from #4 to #2 in the category.
The brand reached the #1 position in the top of mind of the category.
Creative Execution:
We re-recorded famous songs that used the word heart, and replaced it with the word liver. The re-recorded songs were romantic classics such as : Listen to your liver, Shape of my liver, Total eclipse of the liver and Don´t go breaking my liver; all well known worldwide hits.
We used these famous songs as our main tool to communicate our message in many different channels.
We produced radio ads and songs as content for radio and TV programs. Due to the popularity of the songs one radio station changed its name from “Heart Radio” to “Liver Radio”.
In addition, we intervened major karaoke bars in the city and edited the songs on the screens also replacing the word heart with liver. A free musical box that played the songs was sent to pharmacist to help us spread the word. And, we created e-greeting musical cards with different themes related to the songs.
Insights, Strategy and the Idea:
Hepalive, the natural supplement for the liver, wanted to give existing costumers new reasons to consume it. It also wanted to expand their customer´s base by attracting new users.
All of this to achieve 2 objectives: an increase of sales of 15% and and increase of brand awareness from current #2 position in the category.
The strategy of the campaign was to let customers know that according to scientists the liver produces a substance that regulates your feelings. So despite what they have been led to believe the organ that controls their emotions is the liver, not the heart.
We wanted to let them know that the liver is as important as the heart.
Through music, Hepalive took "ownership" of this new reason to take care of the liver. That is, that the liver is as important as the heart because it regulates your emotions. The songs made the brand connect to new and existing customers.