Psi: JEITO [video]

Credits & Description:

Agency / Entrant GOLO
Brand PSI
Business sector Health Care Services
Agency GOLO
Agency Art Director Thiago Fonseca
Agency Producer GOLO
Animation Company GOLO
Animator Ricardo Oliveira
Chief Creative Officer Thiago Fonseca
Designer Ricardo Oliveira
Editing Company GOLO
Editor Ricardo Oliveira
Film Production Company PSI
Media Agency GOLO
Music & Sound Composition Arlindo Cossa
Photographer Carlos Esper
Recording Studio RGB
Strategist Paulo Muianga
Writer Thiago Fonseca, Kinha Fonseca, Suzana Branco
Campaign Description
Jeito is Mozambique's biggest and oldest condoms brand. By 2012 a complete rebranding was done. The "numbers" concept was introduced in a 360º campaign. Playing with funny numbers associations was the creative idea of Jeito. Inumerous associations with numbers on different ads, and guerrilla proven that the concept can go on and on. The numbers of sales duplicated in 2 weeks after the launch and more importantly, the numbers of people using condoms have grown in Mozambique.
Implementation
Firstly the numbers concept was applied to the packaging of Jeito. J1, J2 and J3. After that, above-the-line TV, RADIO, PRESS and OUTDOOR was launched combined with guerrilla and events/promotions. After that digital media channels started to use "numbers" associated content. The campaign up to today is still spreading the channels and abrangence.
Effectiveness
Jeito sold 6 million condoms in the 4 months after the launch of the campaign. The brand become the most preferred in research amongst 18-25 year olds.