Category: Best use or integration of music
Advertiser: UNILEVER ANDINA
Product/Service: SEDAL CLIMA RESIST
Agency: INITIATIVE COLOMBIA
Agency: SEYEAL MUSIC
Agency: RLM COLOMBIA
Innovation/Digital Director: Diana Wiest (Initiative Colombia)
Sandbox Chief: Katherin Torres (Initiative Colombia)
Artist: Sebastian Yepes (Seyeal Music)
Artist Manager: Catalina Amador (RLM Colombia)
Sandbox Executive Senior: Andrea Sarmiento (Initiative Colombia)
Managing Director Colombia: Carolina Sandoval (Initiative Colombia)
VP Andean Region: Paulina Parra (Initiative Colombia)
Performance Director Unilever Mas: Iván Cely (Initiative Colombia)
Middle Americas Moment Architect Ma: Diana Vernaza (Initiative Colombia)
Media placement: Radio And Online - Radio Stations And Social Networks - 8 Jul 2011
Media placement: Online - Social Networks - 21 Jul 2011
Media placement: Radio And Online - Radio Stations And Social Networks - 26 Jul 2011
Media placement: TV And Online - TV Music Channels And Youtube - 25 Oct 2011
Campaign Description
In Colombia, worldwide music moves hearts, feelings and emotions. It’s truly a universal language and Colombians are lovers of singing and dancing, not said in vain as it is Shakira's country. That's why among all forms of entertainment, we’ve found that music is one of the most powerful tools to ensure the brand and consumers have fun together. Music travels through different media and our country has no restrictions, so this was the perfect vehicle for reaching the target in a strong and different way through the most consumed media: internet, radio and TV.
Effectiveness
Sedal Clima Resist is the answer to that common concern for all women, the different changes of weather that often ruin their hair, especially in Colombia a country where the climate is very variable. Our challenge was to build awareness about this new launch and inspire women from 20 years old to prove it. In short, make history having the best year's launch of a new variety to attract new users to Sedal.
We had to do it through an innovative way to communicate the brand´s message. Every musician has a muse to inspire their creativity and emotions and we challenged the most important pop artist in Colombia, Sebastian Yepes, to compose a song that was called ‘Aprendere’, where the muses were Sedal Clima Resist and its consumers.
In Colombia, many women still believe that love resists time, a fact of our popular culture. So, we created a link between love and hair and created a song as our communication platform. The changes in the weather, seasons, love and the different climates were the inspiration for the most famous pop artist in Colombia to compose his new single.
Sebastian and Sedal found the perfect analogy between love and weather change, highlighting all the brand values. We wanted to make it natural and organic, that’s why we never mentioned the brand in the song and we used it like our communication vehicle. The single was launched on teenage radio stations all over Colombia, Venezuela and Central America, covering a total of 9 countries.
We created digital activity never seen before in Latin America: the producing the song’s music video through a Twitter Marathon. More than 400 consumers became scriptwriters of the video clip. At the end, the video was branded with our product, becoming a key factor of our branded content strategy.
Implementation
We took a musical rhythm that generates madness in Colombia, Tropical Pop, and the most admired artist by Colombian women and we proposed he sing about what moves most girls: love. He sang about love across time, when true love doesn’t change and stays the same no matter time, and the weather. With this, Colombian girls fall in love to the song, not knowing the brand. Once the song was linked to the digital activities of Sedal Clima Resist, the association was immediate and the message was clear. ‘The wind will take the punishment away, but Sedal Clima Resist will stay strong as love stays always with you, making you feel beautiful’.
Outcome
We made history! We broke through the boundaries of the advertising industry, permeating into the popular culture and Sebastian won a Shock award, the Colombian version of the Grammys, the most important music award in Colombia.
The radio stations in Colombia still play the song countless times without having to pay a single cent. Usually for the radio, brands pay a spot of 30”, this time we had a 3-minute song that was costless for us, gaining US$1m in earned media value.
‘Aprenderé’ plays daily on the radio stations of 9 countries in Latin America. Today the video is still a hit on MTV and HTV, the most important music channels in these 9 countries.
We increased sales by 83% in the growth trade, achieving the highest possible test of the product.
We built awareness increasing by the brand’s webpage visits 168% and Sedal’s fans increased by 182% on Facebook with more than 5,000 downloads of the song on Sedal’s website.